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12 brand lessons from four leading food and beverage companies


Food and beverage is a big industry.

This category includes manufacturers, brick-and-mortar retailers, e-commerce companies, restaurants, cafes, food trucks, ghost kitchens, food bloggers, service providers, beverage companies, consultants, etc.

The demand for food and beverages is always great.

However, this does not mean that the food and beverage industry is easy.

In fact, the competition is fierce.

This The world’s top five food and beverage companies The same as the previous year. These brands (NestlĂ©, Pepsi, AB InBev, JBS and Tyson Foods) produce high-quality products that are well received by the buying public.

These brands have learned to cultivate messages and products that resonate with their audiences. They have a large budget for brand building.

Whether you are working for you business plan For new food and beverage businesses or Start your second business in the industry, The brand should be the top priority.

You may not be ready to compete for the top five, but if you are not close to your Brand With the same mentality as the top five brands, your business will not survive.

So let’s take a look at how top food and beverage brands build strong brand images and brands—and what practical lessons you can apply to your own business.

Lay: Create cohesion through the main brand logo

Image courtesy of Italian Design Group

Lay’s is a global snack food brand and the most profitable food brand under PepsiCo.

As one of the world’s largest snack food brands, maintaining a consistent brand is essential.

However, maintaining brand consistency is also challenging.

With many products, unique markets and languages, developing a visual brand identity that resonates globally can be tricky.

logo It is a special seasoning that makes your business unique and different from other businesses.The brand identity includes visible elements such as color palette, design, and Brand logoIn short: the brand identity is visible to you, customers and potential customers.

Happy 2015 Developed a new “master brand”,” includes a variety of multi-functional visual assets, creating consistency for their brand on a global scale.

Their rebranding includes the following elements:

  • Refresh the global main brand logo,
  • New proprietary typography,
  • Photos of the protagonist (product shooting),
  • New background processing,
  • And a global style guide, so that each sub-brand is visually consistent.

Combining each global sub-brand with the same main brand logo and similar visual style can create consistency. This ensures that no matter where you find Pleasure, it is easily recognizable and memorable.

Your lesson:

  • Treat your products as part of a cohesive product line, linked by core brand characteristics and values.your Company Name Connect everything together, but you need to think about the entire product line, rather than considering each product in isolation.
  • Rebranding Develop a consistent “master” brand identity that reflects these characteristics and values ​​for all products and geographic regions.
  • Create a style guide to outline usage rules to ensure consistent visual presentation of all products and locations.

A powerful and simple strategy for business growth

Brand Identity Guide Illustration

Our brand identity workbook has actionable insights and steps to help you build a strong brand identity.


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Nescafe Coffee: Invest in a visual branding system

Image courtesy of CBA B&G

Nescafe is one of the flagship brands of the Nestlé Empire.

This pioneer of instant coffee made its debut in 1938. Moreover, they had to update the brand multiple times to maintain relevance.

Actually, A brief history of Nescafe based on Nescafe, The big brands of instant coffee:

…Understand the need for continuous improvement and updates.

Therefore, not only does Nescafe regularly update their brand, but they also value the versatility provided by the visual branding system, which makes perfect sense.

Nescafe’s visual branding system is derived from its iconic logo, which features the accent in the brand name. The system includes graphic accents, a reimagining of the classic Nescafe coffee cup, and icons inspired by the top-down view of the cup.

These three graphic elements are directly related to their core products and brands—making them easy to identify, associate with the brand, and easy to remember.

These graphics also provide visual flexibility for their marketing and brand promotion, and provide a wider visual language for the brand to help their audience recognize the Nescafe brand.

Your lesson:

  • Consider extending your brand identity beyond a simple logo-develop additional graphics closely related to your core brand identity.
  • Consistently use these brand graphics to create a familiar visual language for your audience.
  • At all customer touch points (websites, Product packaging, Emails, advertisements, etc.) to increase recognition.

Tyson: Share your true story

Image courtesy of Tyson

Tyson Foods is the world’s largest processor of chicken, beef and pork.

Moreover, the jewel in the crown of Tyson Foods is the Tyson brand itself.

The Tyson family has run Tyson Company for many years. This related tradition affects the heartstrings of Americans and makes the company approachable.

The Tyson Empire started humbly during the Great Depression, when John W. Tyson”Loaded his old truck and started delivering high-quality chicken to other hard-working people. “

We know this—and many other details about this family-based company—because Tyson makes their origin story a core aspect of their brand.

Visiting the Tyson website, you will find that the navigation options provided on its homepage are limited to “our products”, “recipes”, “how to” and “our stories”. The brand cleverly leads visitors to a page that introduces the brand and how it will fit into their lives.

Tyson knows that people like stories.The story is the core part Emotional marketing And a key principle Marketing psychologyUsing the phrase “our story” instead of the more general “about us”, Tyson successfully aroused people’s curiosity.

Your lesson:

  • Share your true story with the audience. Shoppers today value authentic brands more than ever in history.
  • Highlight your brand story on your ads Business website And in your marketing.
  • Tell your story with a true, conversational brand voice. The truest stories may be spoiled by untrue stories.

Which logo is the best?

People around the table discussing logo design concepts

Corona: Stay true to your unique brand identity

Image courtesy of Corona USA

The popular Mexican beer brand Corona is owned by beverage giant Anheuser-Busch InBev.

But despite the protection of a strong parent company, Corona faces a potential disaster in 2020.

So far, everyone in the world is familiar with the coronavirus. Many people predict that sharing names will lead to a decline in the sales of well-known beer brands.

but That didn’t happen.

Except for a slight decline in sales (due to the temporary closure of factories in response to Covid-19), the brand continued its expected growth.

So, how did Corona Beer survive and even prosper in the age of coronavirus?

Consistent branding saved the day.

Although one cannot miss the unfortunate naming relationship (thousands of people made fun of the beer brand on their Instagram accounts), the solid foundation of Corona’s brand building has paid off.

The buying public knows corona very well. Years of consistent visual branding, brand message, and even the ceremony of bottled lime have consolidated Corona’s identity in the minds of consumers.

People are comfortable with Corona’s overlapping naming. They are very familiar with the brand and know that any connection is purely accidental and does not pose a real threat.

Your lesson:

  • Brand building has never been in vain.
  • Develop a real brand backed by a strong visual brand identity that can grow with your business for many years.
  • It is expected that it will take time (several years) for your visual brand to impress your audience. And; give it that time.

Your brand, your future

Brands are not luxury goods.

A unique brand identity is not just for large companies.

Every business—especially those in crowded markets such as food and beverages—must have a unique identity based on true characteristics and values ​​and expressed through clear visual assets.

Take the time to discover the characteristics and values ​​that define your brand. Then invest in the visual design assets needed to convey your unique brand identity to your unique audience.





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