Joe Fresh is Fresher than Fresh with Print and Digital Consumers.

Stylized volume photography to inspire both print and digital consumers.

Joe Fresh is more than a quick stop after you grocery shop. It is a destination in itself. The Joe Fresh reputation for pushing the envelope with its style-forward designs and fresh marketing aesthetic helped the brand earn a coveted spot on the Toronto Fashion Week runway. The next logical step was to set up shop online. was launched as a place where frugal fashionistas can browse and buy in the comfort of their Joe Fresh pyjamas. To showcase all its looks online, Joe Fresh turned to St. Joseph Communications as its photography partner of choice.


Every year, more than 9,000 SKUs are styled, shot and processed by our dedicated Joe Fresh team of stylists, photographers and producers. Even with the high volume and tight schedule, quality is never compromised. Every SKU looks and feels like Joe Fresh. The success of this program is also due to the customized workflow we designed to address scheduling, processing, brand expectations and resources. is a site where shoppers can feel confident ordering fashions – styles are displayed from all angles, on figure and off figure, in a range of colours.

It doesn’t come as a surprise to us that online sales have been outperforming in-store sales.