SERVICE FOODS BRAND IDENTITY

Service Foods are New Zealand’s largest privately owned food service distribution business. They import more than 4000 products from over 20 countries and complement these with 8000 locally produced items. Alongside distribution, they operate their own growers, butchery, fishery and bakery. Yet much of the market was unaware of the full scale of their offer.

Our challenge was to tell that story in a way that reflected both scale and substance. The existing brand image of the chef was sending the wrong message – suggesting catering rather than a partner supplying the best of provenance, diversity and quality at pace. This insight set the foundation for a new creative direction.

We needed to create deeper emotional engagement with the brand and communicate its flexibility and innovation. We found the answer in a simple thought – Behind Every Great Chef. These four words capture the essence of Service Foods : the unseen force enabling culinary excellence.

To bring this idea to life we told the amazing stories of the people behind the produce – the fishermen, farmers, beekeepers and cheese makers. We photographed them in their environments, showing the care and craft that defines their work. Service Foods became the unifying catalyst that connects this network of producers to chefs nationwide, ensuring New Zealand’s reputation for world-class food continues to thrive.

PROJECT OUTPUT

Brand identity, vehicle livery, advertising, stationery, events, trade marketing, printed communications, corporate profile, video, website.

 

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