Fullers Foods, a key player in the UK’s food supply chain for over 150 years, has unveiled a new brand identity to align with its modern ambitions. Leeds-based KISS Branding spearheaded the rebrand, striking a balance between heritage and innovation.
The standout feature of the project is KISS’s unconventional approach to revamping the B2B brand. Departing from the traditional corporate branding norms of functionality and restraint, the studio infused personality, emotion, and clarity into Fullers‘ identity, resulting in a visually striking and strategic brand transformation that supports the company’s growth.
The rebrand comes at a crucial juncture for Fullers, post a significant merger and relocation to cutting-edge facilities in Leeds. The tagline „Full on Food. Full on Life.“ encapsulates the company’s passion for food and its integral role in the industry and lives of its customers. The rebrand also pays homage to Fullers‘ legacy through typography inspired by Leeds‘ historic markets and integrates the original ‚F‘ roundel into a modern symbol reflecting the company’s deep connection to the food industry.
A new colour palette, macro food photography, and a strong brand narrative enhance the brand’s authenticity and communication of expertise. The rebrand ensures consistency across various touchpoints and provides practical benefits for Fullers to communicate effectively with its audience. „More Leeds“ indeed, as Fullers Foods embarks on a new chapter with a fresh, consumer-focused identity.