The new US Foods™ identity marks the transformation of a second-ranked organization known more as a delivery service into a leading food company, dedicated to customer growth and success. The redefined brand identity is visually powerful, extensible, and reflects a renewed focus on food.
As creative partner to Joe Jackman, and the US Foods project teams, Solange Rivard led the redesign of the formerly known U.S. Food Service identity system, re-introducing it to reflect the established strategic position as an innovative food company. This aggressive and dynamic scope of work was completed within a 12-month period, during which time 12 private label lines, Scoop quarterly magazine, truck fleet, web experience and all signage and collateral were designed, aligned and re-focused to provide Chefs, Cooks and Restaurateurs with the tools to inspire and create more compelling food in their kitchens.
The project team also created an identity system, collateral and signage for the brand launch conference held in Las Vegas as drumroll to the unveiling of the new US Foods brand, marking a “new day” moment in time for the entire organization.