Brand refresh for food safety and regulatory firm

foodwit logo
FoodwitBrandingBrandingBrand StrategyLogo DesignVisual IdentityIndustryIndustryFood & BeverageDurationDuration3 monthsProject teamProject teamEmily St. LaurentGraphic DesignerKim LĂȘSenior DesignerLevon KurkjianBrand Strategy Director

Food safety, but make it fun

Foodwit is a food safety and regulatory managed services firm with a fresh perspective. They are youthful yet experienced leaders in the industry, they are optimists in a sea of “negulators”, and they take their work seriously – but never themselves. It was a fun challenge to try to communicate the juxtaposition of Foodwit’s vibrant personality in an industry that commands seriousness and professionalism.

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.

Logo design for brand refresh

The Foodwit logo speaks to the firm’s ability to be approachable, modern, and fun, while still being practical scientists and strategists (among other roles). The vibrant pink represents their colorful personality and bold thinking in their industry to appeal to innovators, and the black grounds them in fact and research. The two words connect with a diagonal that hints at upward momentum and a different approach that explores what’s possible vs. what’s been done. They were drawn to a simple and human san serif type treatment for it’s modern aesthetic and approachability. We explored many variations that included a pictorial mark, and ultimately landed on the clean sensibility of a type-based word mark which also speaks to the clarity they bring their clients.

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