ofi
Creating a sustainability identity for a global leader in food
ofi is one of the world’s largest food & beverage ingredients suppliers. Every year, 90 billion cups of coffee can be made with their beans. 1 in 5 chocolate bars are made with their cocoa. They make enough spice to fill 270 million bottles. They’re a world-leading nuts supplier, a top 3 dairy supplier to China.
Sustainability is fundamental to their offer: they source direct from over 500,000 farms worldwide and have a strong presence in rural communities, supporting education, healthcare, financial stability, equality and the living world. It’s also a crucial factor for their customers and the investment community.
To launch their sustainability value proposition (SVP), ofi asked us to create an identity which could sit within their wider brand ecosystem while feeling like a distinct offer.
Choices for Change is our answer: a vibrant and confident brand expression that speaks to their purpose, 'Be the change for good food and a healthy future.' The logo mark ('The Arc') connects to the primary signifier in their parent brand logo and acts as an extractable device that can sit above immersive imagery of the people and places behind their raw products. Earthy green and blue hues from the brand’s secondary colour palette help signify sustainability.
With sustainability branding and communications an increasingly important, fast-evolving and often challenging area of brand marketing, we worked closely with the Client to advise on strategy, avoid greenwashing, and distil the comprehensive strategy document into key messages. From these, we developed a messaging matrix which fed into the creative approach and a suite of internal and external assets – from Powerpoint templates and customer decks, to logos, a launch film, and an accessible summary document.
Grace Reith, Sustainability Communications Director at Bray Leino, said: “Working with ofi was a lesson in how brands can get sustainability marketing communications right. With sustainability baked into the organisation, significant initiatives in action, and interconnected marketing and sustainability teams, their sustainability value proposition is robust and meaningful. It was both a pleasure - and an education - to work with both these teams to distil and express their efforts and goals in a way that will do them justice.”
Adela Papac, Sustainability Marketing Manager at ofi, said: "Against a backdrop of constant change, short deadlines and high expectations, the team at Bray Leino handled this important and innovative project brilliantly, providing great knowledge of sustainability branding and market positioning, and delivering an extensive suite of assets that everyone loves."
For more information on our sustainability communications services, please contact Sam Crocker, Managing Partner.