An 84-year-old food importing company rediscovers its original voice while changing with the times.
Brand Strategy, Identity Design Refresh, Responsive Website Design, Copywriting, Photography, Printed and Digital Marketing Campaigns
Brand Refresh, Brand Expansion, Website Design, Marketing Support
Roland Foods began with a powerful story of a man who fled Nazi Germany to America and built a company on a hunch about the desirability of dried French mushrooms. After years of dedication, good taste and natural relationship-building, the company grew from a husband-and-wife team sitting in a tiny New York office, to an internationally acclaimed standard in quality commercial ingredients.
Sifting through decades of photos, documents and label artwork, we discovered over 170 iterations of their company logo. Their most recent versions lacked the warmth and vigor that was so evident in their story and colorful illustrated packaging. We resurrected the label artwork and hand drew a new logo from scratch influenced by handwriting and typographic styles of the 1930s.
We expanded their new identity across a variety of marketing collateral, including a custom responsive WordPress website, marketing email templates, promotional gift boxes, onboarding documents, presentation templates, and enviable company swag.
We helped Roland Foods reposition their company from mere importers to strategic partners in food service and product development. Through extensive research into their heritage, we crafted a new logo and mark to convey a sense of nostalgia, and bring out the company's relational personality. Original vintage label artwork served as an endearing visual backdrop, bridging the old with the new, emphasizing dedication to their craft and their loyalty to vendors.
To kick off the brand rollout, we printed branded t-shirts, mugs and tote bags for staff and top customers.
We helped to reposition their company from mere importers to strategic partners in food service and product development. Original vintage label artwork served as an endearing visual backdrop, bridging the old with the new, emphasizing dedication to their craft and their loyalty to vendors.
We collaborated with various department heads to develop brand consistency and breathe new life into customer onboarding documents, brand guidelines and marketing collateral.