We were asked to develop a new identity and system for major consumer goods business ‘Goodman Fielder’ based in the Oceania region. The business had undergone significant changes over the past two years, and with it recently being acquired by The Wilmer Group, the senior management team wanted to redefine the company identity in line with its new growth agenda.
An identity shift commensurate with company ambition.

A considerable amount of time was spent with the senior management team in regards to encapsulating the vision and employment value proposition. There was very much a desire for the identity to signpost the current and future candidates the new path the business was taking.

Collaboration, human energy, passion and an ambitious sustainability agenda are all here in equal force. In order to communicate that, we employed a very human aesthetic that is as bold as the vision! This new work conveys energy in a collaborative way, that is not contained and completely orderly. Goodman Fielder wants to keep an edge of entrepreneurship within the organisation, and that feeling of excitement is captured here.

The new identity perfectly signifies the exciting journey the business is on. It creates a sense of life and progress wherever it is executed. In keeping the existing GF emblem/insignia we have kept a level continuity, yet have dramatically changed the ‘feeling’ of the business and its proposition. The dramatic brushes of colour breathes more humanity, distinctivity & personality than many of its more formal peers, like Nestle, Unilever, Campbells etc.
As an agency we are delighted with the result. What a difference working with a brave client…intent on bravery.