Wrights Food Group is a leading manufacturer of pre-prepared food. Their food is served up just about everywhere — from cornershops to supermarkets, stadiums to airlines — and everywhere else in between. With an established retail concern running alongside their core b2b business, both using the same branding, they approached us to create a new umbrella brand that would define their two business arms more clearly.
We created a new brand identity that would build on the success of the existing logo by retaining the familiar orange colour and loop-tail ‘g’. The decision to reinstate a serif typeface, as used by previous iterations of the Wrights logo, brought an added layer of refinement and maturity to the logo, making it more befitting of a business that had celebrated its ninetieth year in 2016. The inclusion of ‘Food Group’ into the logo conveys the large scale of the business and makes the distinction between the retail and wholesale divisions immediately apparent.
Following the creation of a detailed set of brand guidelines, the new identity was rolled out across a number of touch points, including corporate stationery and signage for the business headquarters and production facilities. More importantly, we also set about the design and build of a long overdue website update, giving Wrights Food Group a much-needed improvement to their online presence. The new website is fully responsive, giving users the same great experience across mobile and desktop devices.
Photography of their varied product range is an ongoing task that calls on our food styling expertise. Our photography studio is given free license to be creative with their scene-setting, propping and lighting, yet all the images must feel consistent with each other in order to fit the agreed brand style.
Since the introduction of the new Wrights Food Group corporate identity, we have been able to implement a brand style and tone-of-voice that is more befitting of a b2b business. This has enabled Wrights to diversify into new markets and add even more names to their impressive list of clients.