Creating a foodservice brand from scratch
Overview: Bridges Private Equity focuses on backing investable solutions to social and environmental challenges in four areas: health & well-being, education and skills and sustainable living markets. Bridges acquired two specialist school catering companies to create a foodservice company, Impact Food Group (IFG), with 50% of its success measured entirely on social impact.
Brief: I was tasked with creating a visual language and proposition that expressed the unique position the company has within the market. The name had already been created but Bridges wanted the brand to stand out and be disruptive amongst its peers.
Approach: Having taken the key stakeholders through a workshop, we understood how the new company would operate within the sector landscape. It was clear that IFG liked asking itself challenging questions and this was what made them unique. Taking this insight, I created the proposition 'What if?' as it reflected their questioning attitude and also the 'if?' would animate into the company initials with the question mark becoming the G creating a direct and memorable synergy between the logo and proposition.
