Freshli is spelled with an &quot;I&quot; because: 
 
1) It&#39;s a quirky spelling to &quot;freshly&quot; 
 
2) &quot;Li&quot; means &quot;to me&quot; in Hebrew, so the name roughly translates as &quot;Fresh To Me&quot;. 
 
We plan to use the &quot;Li&quot; as a branding tool for other products and services eg. Homeli for home products. 
 
The main concepts we want users to feel are freshness/cleanliness, speed and ease-of-use of our site. We don&#39;t necessarily want .co.il in the actual logo, but we will happily consider it. 
 
Our main target markets are busy parents/singles and large families.

Thanks for your design. Your changes were made quickly and in line with what we asked for.

Freshli.co.il