Better Food Company
Visionary spirit shapes bold new identity

Better Food was built on the principles of honestly priced, locally sourced and organically grown produce. As it prepared to launch a third store, the company needed a refresh that would stay true to its past while also looking to the future.

Established in 1994, Better Food quickly became a celebrated part of Bristol, working closely with its suppliers and making organic produce available to all. In 2014, it was confronted with a series of challenges – juggling internal change, striving to remain commercially successful, not compromising on its values, and all the while doing so without a definitive strategy.

That’s where we came in. We worked side by side with Better Food as it navigated a key phase in the company’s transition. This was all neatly captured in its first ever brand manifesto, which set the tone for a bold new identity – a better brand, for a better company, committed to a better planet for all.

“We built up a real relationship of trust with Better Food, working with them through thick and thin to help them stick to their core purpose. The end result was a toolkit designed to help them embrace the future of organic, retain the respect of their loyal customer base and spread the organic word with confidence, consistency and passion.”

Tom Morris, Creative Director

The toolkit contained the whole package – a new identity, custom font, suite of characterful illustrations, store signage, advertising slogans, packaging, stationery, newsletter templates, and loyalty cards.

“It has been a real privilege to work with Peloton. We approached our rebrand with naivety and a real lack of clarity about what was right. Peloton were supremely patient and gentle with us, always happy to come back with new creative ideas to help us get it right.

The final outcome of our logo, the colours and the fab illustrations could not be more perfect in representing who we are and how we express our brand.”

Phil Haughton, Managing Director, The Better Food Company

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