“We held up a mirror to the business and helped them see what was already there—a strong, distinct ideology buried under layers of old ideas. The solution wasn’t to reinvent the wheel but to cut through the noise and simplify their brand into something powerful and ownable.”

Fullers Foods, a cornerstone of the UK’s food supply chain for 150 years. This multi million business supplies food and ingredients to leading retailers and restaurant chains, recently moved into state-of-the-art facilities along the River Aire in Leeds. A transition that demanded a fresh identity to match its forward-looking ambitions.

The Fullers’ original logo was being considered for removal as it felt heavy and dated however we saw merit in retaining aspects of the roundel especially to maintain industry recognisability. The asset was reimagined, now a transparent, integrated symbol that weaves through macro food photography, illustrating Fullers’ integral role in the food supply ecosystem.

KISS approached the Fullers project differently than traditional B2B branding, leaning into emotional storytelling and clarity of communication—an approach more common in consumer branding.

The new identity is anchored in the “Full on Food. Full on Life.” messaging, reinforcing Fullers’ commitment to both quality food supply and the relationships that drive the industry. Visually, the identity balances heritage with modernity.

We took the narrative of food and life side by side throughout the identity system, from the motion of work in the logo to layouts for reports, presentation and visual communication.

Typography was inspired by Leeds’ market roots, with nods to handwritten product signage and blackboard textures. A rich, food-inspired colour palette, grounded in deep greens and warm neutrals, evoking freshness and authenticity.

We created a new suite of editorial-style photography that celebrates not only the food but also the Fullers team in action, highlighting their expertise and passion for feeding the nation. Stock imagery can often make corporate brands feel static, clashing with the vibrant story of food and life we aimed to tell. This was the perfect opportunity to capture the Fullers narrative in a way that feels both authentic and refreshingly unconventional.

Beyond aesthetics, the rebrand brings practical benefits. A clearer brand narrative and streamlined messaging ensure Fullers can communicate its expertise more effectively, while the cohesive visual identity is now seamlessly applied across digital, print, signage, packaging, and internal communications.

The transformation has already received overwhelmingly positive feedback, with Fullers’ leadership calling it “a brand that finally feels like us.” This project cements our reputation as a leader in B2B brand reinvention, helping legacy companies redefine themselves for modern success.