Helping The Largest Food Procurement Company In The Country
Food Buy needed to tell its story differently. Their brand was boring and corporate. And their name, Food Buy, was misleading. While they are the largest food buyer and procurement company in North America, they also provide hospitality services that you wouldn’t know from their name. I led the concepting and work for a number of initiatives for Food Buy, including new work that helped create a link between Food Buy and their Hospitality counterpart. As well as several brand level initiatives to create a new look and feel for their marketing to execute with internally.
Creating New Brand Imagery
Food Buy and Food Buy Hospitality wanted to create new brand imagery that had energy and color. And most importantly, they did not want to see any actual food in these conceptual directions. The goal was to create colorful brand images that symbolized the unification of all their different offerings that they could use moving forward in their internal sales materials, and ultimately on their website. Below are the ideas my teams and I came up with.
