CHALLENGE

Service Foods are New Zealand’s largest privately owned and operated food service distribution business. Despite their scale and vertical integration – from their own growers, butchery, fishery and bakery – many in the market were unaware of the breadth and quality of their offer. The existing brand identity, featuring a chef icon, created confusion by positioning them closer to a catering company than a national supplier of premium produce.

APPROACH

We began by reframing the brand around its true strength – the direct connection between sourcing, quality and delivery. The new identity was built to tell that story visually and verbally, showing how Service Foods hand-selects, sources and delivers premium ingredients to New Zealand’s leading kitchens. The design language removed the “chef” symbolism and replaced it with a confident, service-driven identity that highlights scale, trust and expertise.

RESULT

The rebrand transformed Service Foods’ perception in the market – from a supplier defined by logistics to one recognised for quality, provenance and care. The new identity unified their story across every touchpoint, from trucks and signage to digital and print, presenting a brand that looks and feels like a national leader.

KEY TAKEAWAY

A clear, well-defined brand story can reframe perception without changing the fundamentals of a business. For Service Foods, it was about making their existing strengths visible by showing the journey from farm to plate and turning a functional supply brand into a trusted food partner.