Fullers Foods: Behind the Project

A food business that wasn’t talking about food.

After working with previous consultants who missed the mark, Fullers Foods found themselves at a crossroads. They were struggling to articulate who they were—both to themselves and the outside world. Their identity was stuck in an older version of themselves, unable to reflect their present ambitions.

With the business moving into brand-new premises—featuring state-of-the-art innovation kitchens and modern office spaces—it was the perfect moment to unify their identity across every touchpoint: from signage and presentations to their website, letterheads, and launch videos. They needed a single, clear ideology to bring it all together.

KISS held a mirror up to the SLT, revealing a powerful and distinctive ideology. We distilled their existing ideas, values, and ambitions into something simpler—yet far more impactful.

Through a series of workshops, we broke down the culture of Fullers, giving words to what had always been there. We empowered them to confidently define who they are, what they stand for, and how to communicate this clearly across their teams, clients, and supplier base.

This thinking was translated into a bold new graphic system. We refined their distinctive ‘F’ roundel, evolving it into a modern symbol—now a portal to food, seamlessly integrated into their ecosystem. The previous red and blue split was given new meaning: one side represents Life, the other Food—each giving purpose to the other.

With 150 years of heritage, tracing back to Leeds city market, we embraced their roots without letting them weigh the brand down. The market’s history inspired the typography and colour palette, infused with a proud Leeds tone of voice. This was paired with a precise, clean, and dynamic roundel—creating an identity that honours the past while pushing Fullers forward.

We crafted messaging that unites and inspires, inviting both customers and team members to be part of something bigger:
Let’s feed the nation, together.

We captured their essence in a bold, distinctive statement:
Full on Food. Full on Life.

We defined their personality in a way that truly reflects their culture:
Grit, Graft, Smart & Heart.

And we articulated values that go beyond corporate clichés—values that truly embody who they are:

Serious about Food
Serious about People
Full on the Journey

The leadership team is immensely proud of their new identity—one that finally reflects their best, truest qualities. Now, Fullers can confidently show the world who they are, what they stand for, and where they’re headed.

Thanks to Kevin Smith, Clare Macintosh and Rebecca Allan for putting your trust in us. We had a blast.