Foodwit Brand Refresh, Logo & Website Design
Food Safety, but Make it Fun
Foodwit is a food safety and regulatory managed services firm with a fresh perspective. They have helped hundreds of clients, across various business life cycle stages, navigate food safety and regulatory challenges and opportunities, and they do it all with an energetic and optimistic attitude. Unlike their competitors, lovingly referred to as “Negulators” by the Footwits, they are always looking for what is possible for their clients to continue to safely, yet boldly innovate in the food industry. It was a fun challenge to try to communicate the juxtaposition of Foodwit’s vibrant personality in an industry that commands seriousness and professionalism. Their robust experience and youthful leadership in their field were key to communicate on the new website.
Brand Strategy Workshops
Through a series of workshops, Opus helped the Foodwit team identify and articulate their key brand elements that will inform how they communicate their brand both visually and verbally. We facilitated the workshops over video conferencing to accommodate the diverse geographic locations of the team members, and broke them into key ares of discovery including higher purpose and points of difference. The team’s active discussions and contributions lead to the solidified brand strategy that culminated in a succinct brand statement that the team could rally around, as well as more detailed descriptions and recommendations for how to position and communicate the new brand. The final deliverable was presented in the form of a robust brand book including all of the brand strategy work as well as the brand guidelines for the new logo and brand identity.
The Foodwit logo speaks to the firm’s ability to be approachable, modern, and fun, while still being practical scientists and strategists. To appeal to innovators, the vibrant pink represents their bold and colorful personality. The black grounds them in fact and research. The two words connect with a diagonal hinting at upward momentum and exploration. A simple and human san serif created a modern aesthetic.
Design to Elevate Quality Content
For the website, one major focus was on case studies to highlight their expertise across different services and client types. We designed a tiled case studies page, inspired by social media channels that are highly visual and scrollable, and added filtering so users could easily identify relevant project examples for their industry or service interest.
The team pages were another great opportunity to showcase Foodwit’s playful personality and collective expertise. With gifs that animate on hover, questions for each team member, links to connect on social media, and a custom graphic of their favorite color on each individual’s page, we helped shape content and design that is fun to explore for the user and build connections with the team members.
Versatile Page Design
The Foodwit site was built in Webflow and we worked closely with the client to leverage our flexible content page design in many different ways across the site. The about us page, industry pages, services pages, and many more were all built using our flexible content design, where we style many custom branded elements for the client to mix and match. Each page feels unique and dynamic, and the custom elements allow for website administrators to easily create new pages.