The unsolicited Kraft-Heinz takeover bid for Unilever prompted a shakeup that resulted in the company divesting its non-dairy spreads business in the biggest leveraged buyout announced in Europe in 2018. The newly formed enterprise comes to life as a world leader in plant-based nutrition with presence in 69 countries and a workforce of nearly 3,000. With plans to further expand its portfolio through M&A activity, Upfield is the new corporate home to iconic brands such as Flora®, Rama®, Becel®, Pro-Activ® and Blue Band®, amongst others.
Upfield comes to life as a global category leader and with a mission of pushing the boundaries of plant-based nutrition, creating healthy and flavourful foods. A new identity was needed to convey a fresh and optimistic approach to food production as well as a clear sense of scale and gravitas.
With a task of retaining and recruiting talent during the transition from Unilever, signalling a fresh and dynamic culture through workspace design was essential. Upfield's interiors are inspired by technology sector start-ups, featuring bright open spaces with natural materials and indoor gardens.
From internal communications, to employee on-boarding and recognition schemes, we created an uplifting and modern corporate brand tasked with the mission to change perceptions about plant-based foods and push the boundaries of flavour through constant product innovation.
All images are the copyright of Upfield and KKR. Please do not reproduce without written authorisation.
Creative Director: Dan Vasconcelos
Strategist: Jack McFall
Design Team: Dominic Davidson-Merritt, Connor Davey, Palle Jensen
Typographer: Alan Levett