CHALLENGE

Service Foods are New Zealand’s largest privately owned and operated food service distribution business. Despite their scale and vertical integration, including their own growers, butchery, fishery and bakery, many in the market did not fully understand the breadth or quality of what they offered. The existing identity, anchored by a chef icon, unintentionally positioned them closer to a catering company than a national supplier of premium produce. The challenge was to create an identity that reflected the true depth of their operation, the quality of their sourcing and the scale of their national presence.

APPROACH

We reframed the brand around its real strength : the direct connection between source, quality and delivery. The new identity was built to tell this story with clarity and impact. Dramatic photography became central to the system, capturing ingredients at their origin and showing the raw, honest beauty of the food itself. These images highlighted the calibre of their growers, fishermen, butchers and bakers, and reinforced the idea that Service Foods begins at the source, not at the warehouse.

This bold visual language carried through every touchpoint. Video content showed ingredients being selected, prepared and transported, giving motion and narrative to the supply story. Digital channels used these same dramatic visuals to create standout and immediacy. Fleet livery turned their trucks into moving billboards showing New Zealand’s best produce at scale. Trade shows and customer presentations adopted the same style, immersing viewers in the world of quality sourcing and elevated service. Across all media, the design removed the outdated chef symbolism and replaced it with a confident, service led identity that champions provenance, care and expertise.

RESULT

The rebrand transformed how Service Foods was perceived in the market. What was once seen as a logistics business became recognised as a trusted partner committed to quality and provenance. The dramatic imagery and consistent design language unified the brand across every environment, from trucks and warehouses to digital platforms and promotional spaces. The new identity presented Service Foods as a national leader with a clear and distinctive point of view on sourcing and service.

KEY TAKEAWAY

When a brand shows the truth behind its operation with clarity and conviction, perception shifts. For Service Foods, spotlighting the journey from farm to plate turned a functional supplier into a trusted food partner, proving that a strong story, told consistently and dramatically, can elevate a business without altering its fundamentals.

 

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