GOODMAN FIELDER FOODSERVICEBUILDING A BRAND FOR THE TRADE

In hospitality, personality matters. But Goodman Fielder’s foodservice brand had been leaning too heavily on its corporate parent – credible but not quite right for cafés, bakeries, takeaways, and dairies. So, they partnered with us to create a foodservice brand that truly belonged to the trade. One that connected with operators in a world built on hustle, relationships, and flavour.

Together, we crafted a bold new identity grounded in real foodservice insights. The refreshed visual language brings warmth, flexibility, and personality through playful product illustrations, candid photography, and messaging that feels helpful, human, and proudly hands-on.

Now seen at trade shows, on delivery trucks, across uniforms, merchandise, and digital campaigns, the brand shows Goodman Fielder as the food partner that gets it. This was more than a design project, it helped reshape perception and built a platform for long-term connection.