The Fresh is a vegan, plant-based, and cruelty-free skincare line based in Sweden. The inspiration for the brand's name and concept comes from the idea of mixing English and Swedish in a way similar to how French skincare brands combine French and English. The concept was developed based on a brief from @brand.brief, which helped to shape the brand's overall identity and message. The Fresh represents a commitment to natural, ethical, and sustainable skincare, with a focus on providing high-quality products that are both effective and environmentally friendly. The brand's unique blend of English and Swedish reflects its Scandinavian roots while also conveying a modern and international vibe. The Fresh is a brand that is both innovative and socially responsible, offering a fresh perspective on skincare that is sure to resonate with consumers who care about their health and the environment.