Creative Direction, Brand Strategy, Brand Identity, Web Design, Content Direction, Packaging, Campaign Design, Trade-Show Design
Western Foods had grown beyond the perception of a traditional ingredient supplier. Its vertically integrated capabilities, gluten-free facilities, regenerative agriculture practices, and commitment to responsible sourcing needed a brand presence that better communicated the company’s expertise and value to food manufacturers.
Reposition Western Foods as a strategic ingredient partner rather than simply a commodity supplier. The brand needed to balance agricultural authenticity with the precision of a modern ingredient manufacturer, while making its products, capabilities, sourcing practices, and technical expertise easier for customers to understand.
I guided the evolution of the brand across identity, messaging, website design, product storytelling, campaigns, and trade-show experiences. I refined the logo system, typography, and color palette to create a more modern and cohesive identity, then carried that direction into a new website, marketing materials, packaging applications, and expo booth design. The website organized Western Foods’ products and capabilities into a clearer story built around sourcing, milling, blending, extrusion, and ingredient innovation.
The completed work gave Western Foods a more distinctive and unified presence across digital, print, packaging, and industry events. The new system made its capabilities easier to communicate, strengthened its position as a knowledgeable ingredient partner, and provided a flexible creative foundation that could grow alongside the company.
