Anchor Food Professionals is one of the leading brands in the global foodservice industry. The problem? Their brand identity did not clearly articulate this value position.

We worked collaborately to find a strategic insight that would differentiate and elevate the brand. The insight we discovered was that Foodservice Professionals need more than ingredients – they seek solutions from trusted partners to elevate their business performance. 

I lead a talented team to deliver a strategically powerful brand identity based on the idea of Performance Partnership. This new brand platform has been used to deliver a significant reset for the brand, globally.

Developed as Creative Director at Hula.
Design direction, conceptual development, art direction, project management.