Service Foods are New Zealand’s largest privately owned and operated food service distribution businesses.They directly import over 4000 products from over 20 countries and supplement this with 8000 locally produced products.
They have their own growers, butchery, fishery and bakery, however much of their market were unaware of their full offer. We wanted to tell their story through an identity that visually showed and described their hand-picked sourcing carefully delivered to their clients.
Through the design process we identified that their brand image of the chef was communicating the wrong thing to their customers, rather than being a supplier of quality produce they looked like a catering company. This insight was the foundation of the creative direction.