Food and beverage ingredient supplier Tate & Lyle has launched a new brand as part of its business transformation plans.
In a bid to support its aim of being a purpose-led, growth-focused speciality food and beverage solutions business, the new narrative ‘Science, Solutions, Society’ looks to represent its promise to customers and the way it will deliver its purpose.
The re-brand is being carried out by creative design agency Bulletproof and includes a new logo, typography, new imagery, as well as a new narrative and tone of voice.
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Tate & Lyle chief executive, Nick Hampton said this commitment was “born out of a deep understanding of our purpose ‘Transforming Lives through the Science of Food. After all, everything Tate & Lyle does is rooted in science.”
“It’s through R&D and innovation – our understanding of the science of food – that we have the greatest impact, not only by supporting healthy living through our ingredients and solutions but because, by growing our business, we can also have a wider positive impact on our communities and the planet.”
Tate & Lyle global head of marketing and insights, Helen Bass added: “As the design work was evolving, we discovered very early on the incredible power of having an ‘and’ – an ampersand – in our name. It is not just distinctive but communicates that Tate & Lyle can, and does, bring more.
“It shows a continuous curiosity and restlessness to solve challenges, go the extra mile and exceed its own and others’ expectations in the broader world. Therefore the ‘power of and’ became a key part of the design.
“This rebrand is not just a new logo or colours, it is a beacon of change for our organisation, creating a distinctive new brand, one powerful narrative, that stands out and brings it to life for ourselves and our customers.”
