Ushering in a new era for an f&b leader.
There’s nothing like a fresh start to supercharge motivation for the future. That’s precisely what Freedom Foods Group needed when they came to Cowan off the heels of a turbulent time in their business, which included selling their eponymous brand. Our role was to construct a new brand strategy and identity – one that would honour their legacy, not erase it, while instilling unity and optimism among their people.
Building a purpose-led brand from the ground up.
In establishing a future-proof new DNA, Cowan excavated core values with rigour – uncovering a business sitting at the intersection of heritage and innovation, with aspirations to become agents of change and forge a brighter future. “Imagining a Healthier Tomorrow”, the new brand purpose, upended the status quo in an industry fixated on tradition – while simultaneously serving as an energising internal catch-cry for key communities.
Turning over a new leaf.
The name, Noumi, signifies the dawn of this bright new era. A word that brought together the core brand pillars of nourishment, innovation and collaboration through the idea of ‘nourish me’. It embodied a purpose-driven brand with a fresh perspective.
The new visual identity started with a central graphic brand mark – signalling future growth, with foliage that symbolised the brand’s two arms. Design systems were bolstered in flexibility, with photography that radiated warmth and energy – reflecting the brand’s fundamental values. Every facet of the identity was grounded in Noumi’s purpose, speaking to positive nutrition – and nourishing people and the planet.
What we did:
Brand Strategy, Identity Refresh, Naming, Web Design, & Development.