Global brand launch tells the story of food
Consumer expectations are changing. Today, shoppers are increasingly concerned with the story of their food – the traceability, sustainability and people behind those products. It’s not just the chocolate bar they care about but what’s inside it; it’s not just the brand of biscuit, but the companies behind it.
Olam is one of the biggest brands you may never have heard of but in all likelihood consume on a daily basis – be it the coffee in your morning latte, the cocoa in your chocolate bar, or the spices in your evening curry. Now, the global food and agri-business company is establishing Olam Food Ingredients (ofi), which provides nuts, spices, cocoa, coffee and dairy to customers all over the world, as a separate entity. This new launch will identify the brand as not just a supplier, but a worldwide network which will drive innovation across all areas of the business to deliver growth and impact for customers.
In order to launch ofi and shift the business value proposition from commodity to innovation and added-value ingredient solutions, we developed a global brand strategy and identity – including a category-disrupting brand film, full brand guidelines, a suite of logos, internal comms and a largescale customer campaign.
The vibrant new identity reflects ofi’s position as a future-facing brand – an innovator with a heritage of long-established, traceable supply chains, offering confidence, trust and authenticity to customers. This is encapsulated in the strapline ‘Make it real’.
The new logo is simply founded on the company initials, with the use of lower case reflecting quiet confidence. We developed the ‘o’ – a symbol of wholeness, inclusivity, humanity, a seed, the earth, the sun and unity as the key signifier, appearing within the full logo as well as standing alone across various comms. This circular motif is echoed across every element of the ofi identity for a clean, effortless consistency.
The brand colours of purple and orange are unlike the black, white and green that typifies the sector and they run harmoniously throughout, with the former representing confidence, creativity and indulgence, and the latter radiating warmth, happiness and enthusiasm.
Briony Mathieson, Chief Marketing Officer at ofi, says: "This has been a huge project and it was vital that we landed the brand across all markets with confidence and purpose. Achieved through our close partnership with Bray Leino, the new ofi brand carries the strong origination and supply chain heritage of Olam but equally signals our exciting aspirations for the future.
"We believe that creativity will play a huge part in brand differentiation and share of attention. The biggest challenge here was getting that energy and origination flowing in Covid times. And we didn’t even meet face to face until less than a month before launch, but the Client/Agency team managed to blend well in challenging times!"
Matt Thomas, Business Director at Bray Leino, says: "The launch of the new brand is a big moment in the life of ofi and we feel privileged to have been part of that for such a remarkable business. The work has been the culmination of an intense year that has touched every part of our Agency. Great work always comes from Clients who demand us to be at our best and act as true partners - and the team at ofi have been exactly that. It’s been great to hear the positive reaction to the new brand and we’re excited by how we can now build on the launch with ofi’s staff and customers."
For more information on how we can drive growth for your brand, contact Austen Donnellan, Business Development Director.