FULL CORPORATE REBRAND
As a leading global food company, ABP is a business with strong brand awareness. However, visually and verbally, that brand was tired. ABP asked us to refresh it, tasking us with creating a new visual identity and messaging that was both contemporary and yet still connected to the heritage (and brand equity) of the company.
Working with key stakeholders every step of the way, we began with a brand workshop before delivering a DNA document outlining proposition, key messages and TOV. The key decision would be to consciously change the definition of ABP from a meat processor to a food company, to better align with the company’s commercial aspirations.
We then moved on to the creative delivery, proposing a solution in which we maintained a strong lineage with the existing ABP wordmark, but with a whole new colour palette and graphic composition.