Service Foods is New Zealand’s largest privately owned and operated food service distribution business, supplying an impressive range of products to meet the needs of the hospitality and food industries. They directly import over 4,000 products from more than 20 countries around the world, and supplement this diverse offering with an additional 8,000 products sourced locally. Their wide-ranging inventory includes everything from fresh produce to dry goods, ensuring their customers receive a comprehensive selection of high-quality ingredients.

Beyond their product offerings, Service Foods takes pride in being vertically integrated, with their own growers, butchery, fishery, and bakery operations. Despite this impressive setup, much of their market was unaware of the full scope of their services and capabilities. Many customers didn’t fully appreciate the meticulous sourcing and delivery that goes into every order, nor did they realise the extent of Service Foods’ own production capabilities.

Recognising this gap in perception, we embarked on a rebranding journey aimed at telling their story in a way that would better reflect the depth and breadth of their offerings. During the design process, we discovered that their brand imagery, particularly the use of a chef in their visuals, was sending the wrong message. Rather than coming across as a premium supplier of top-quality produce, they were being mistaken for a catering company. This critical insight became the foundation for our creative direction, leading to a fresh identity that clearly communicates the quality and care behind their sourcing and delivery processes.