The journey began in 2021, when Onfire Design received an email from a client, advising them of the rebranding plans for a “very traditional business” moving fast with innovation and needing to rebrand to match its current aspirations. “We are mandated to locate the top five global agencies in branding and you are clearly on that list,” the email said.
“In terms of deliverables, everything was on the table – brand strategy, tone of voice, brand identity, packaging design and food photography,” says Onfire Design Managing Director, Sam Allan. “The brand had been virtually unchanged since the 1960s, so we needed to bring it up to date for an increasingly complex
