The brand was centred around Foodsmith’s 3 core values: Provenance, Craft, and Quality. The importance of these ideals would be mirrored across all communications, with the business’s story and philosophy positioned front and centre.
Vitally, we aimed to bring credibility and authenticity to the brand by showcasing the people who bring the food to life, from the barista, to the baker, and beyond.
Craft: Foodsmith’s all-encompassing code of practice. The crafting of expertly prepared and beautiful food hand-made by the most skilled of creators, with a focus on flavour, not the time it takes to manufacture. This needed to shine through across all collateral.
Quality: Foodsmith’s golden rule. From start to finish, behind the scenes to front of house, customer satisfaction is vital, and the customer needed to know it.
Provenance: It was crucial the new brand communicate just how important properly sourced ingredients are to Foodsmiths. The brand story had to communicate just how essential knowing the origin of all ingredients is to the integrity of the menu, as well as the quality and sustainability of the food.
We combined these ideas and philosophies to create a truly unique and effective brand. A collaborative effort between our incredible in-house creators and Foodsmiths themselves made this possible.