Growth of a Brand
31.07.2008
Since 1994, Natures Way Foods have been supplying washed and ready to eat salads and fruit to major multiple supermarkets and leading companies in the food sector. With a vision to be the best prepared produce supplier in Europe, their award-winning growth has been driven by continually striving to exceed their customers’ expectations.
The rapid growth over the last 5 years has seen the business grow to a major high-street player, supplying Tesco, Morrisons, Pret and McDonalds among others. NWF could see that the continued growth of the business needed to be reflected in their brand, and that updating their brand identity was paramount.
As part of the company’s internal “Good to Great” strategy, key objectives of the rebranding project were to create a stronger brand identity to reflect their growing business. It was a natural progression, following VGroup’s rebranding work for other companies in the Langmead Group. The new identity brings the brand in line with the “family” or “suite” of identities also created by VGroup for Langmead Farms and Wild Rocket Foods.
The new NWF logo clearly reflects their fresh, friendly and passionate ethos and also visually communicates the essence of the business – fresh produce – with the leaf/seedling motifs.
The completion of the new logo triggers the beginning of a carefully considered roll-out of the brand across marketing collateral and both on and offline communications.
Related branding and design projects have also included the NWF Corporate Social Responsibility (CSR) logo and the identity and design for the Field to Fork programme, designed to engage school children with fresh produce through farm and factory tours.
The new Natures Way Foods website, also designed and developed by VGroup Interactive is due for release next month, as part of the brand implementation. The website has been designed to promote the company to business partners, consumers and the local community and features engaging interactive animation as well as the content-rich functionality of the VGroup CMS. Watch this space!
Tags: Branding, logo design, nature's way foods, packaging design