George Weston Foods establishing their foodservice division is a big thing. We were excited to be onboard to help with branding marketing collateral. Having branding marketing collateral and a visual identity that packs a bunch is crucial. GWF owns big brands in the food industry such as Tip Top, KR Castlemaine and Don’s. GWF expanded to make these brands available to the hospitality industry.
GWF’s Foodservice division required branding and branding marketing collateral. The positioning had to be a part of the GWF mother brand, but had its own distinctive visual identity.
The market for the new brand would be hotel managers, chefs, restaurant managers and small business owners. It needed to be accessible whilst appearing reliable and trust worthy.
Mother brands and sub-brands
Because GWF Foodservice falls within GWF – we were working with a fresh new face that needed to connect to it’s underlying face. Developing a silo brand of a larger mother brand requires careful consideration which distinguishes its unique offering. We took gradients and flourishes from the masterbrand typeface and used them to develop both internal and external versions of the new Foodservice brand.
We worked with RLD to develop the tagline ‘Your passionate food partners’ . It positioned GWF Foodservice as a resource that really understood the unique nature and requirements of the hospitality industry.
We developed branding marketing collateral of cooking utensil symbols. The utensils reflected accurate representations of tools that are commonly used in hospitality. Chefs are particular about the knives that they use, so we ensured that the shapes and proportions of the knife symbols were spot on. This level of attention to detail was critical to establish a trustworthy brand that said ‘We are your people. We understand you and your industry. We know how you like things supplied and packaged. We’re your passionate food partners’.
Branding Marketing Collateral Design
The sleek new logo, bold red gradients, smart little symbols and rich photography formed the GWF Foodservice branding marketing collateral. The collateral was rolled out across everything from banners, newsletters, websites, posters, Powerpoint presentations, product guides, fliers and brochures.
To support GWF Foodservice’s representatives out in the industry, we developed more branding marketing collateral - the Passion Kit, a custom-made gift box for GWF’s hospitality manager clientele. It housed handy tools such as utensils, a recipe flip book (made of polypropylene which wiped clean after a messy day in the kitchen), catalogues and some sugar lollies for those long, high-stress shifts. It also came with a CD with high quality images and reference material for the hospitality managers to help market GWF’s products, taking the hard work out of their already demanding responsibilities.
