Building a brand that inspires belief
This is Tate & Lyle: the company built to feed the world. For more than 150 years, they’ve created ingredients beloved by billions, inspired by Henry Tate’s vision of a world without hunger. After selling off their product division and repositioning as a science solutions innovator we helped them cement their status with an identity, messaging, voice and corporate architecture that balances reverence for their roots with a forward-facing attitude.
project
Tate & Lyle Rebrand
client
Tate & Lyle
Services
Brand Strategy
Brand Architecture
Brand Identity System
Tone of Voice
Messaging
Brand Film
Motion Design
Digital Design
COLLABORATORS
FOUND
Yes, and?
After a thorough discovery process that included interviews with stakeholders from across the business, we created a brand strategy centred on the ‘the power of &’, inspired by Tate & Lyle’s approach to innovation. The ampersand became the symbol of their philosophy: a flexible storytelling device drawn from their name, as disruptive in the category as Tate’s original vision. We brought to life each of the business’s three pillars—Science, Solutions, and Society—through a set of expressive animated 3D ampersands, and created bespoke versions for employee badges, using AI to unlock endless opportunities for personalisation.
Flex and finesse
The new system is framed by a 60° angle, drawn from the ‘&’ to create a progressive layout which cuts-through and connects across multiple formats. With two contrasting typefaces and an expressive colour palette, the result can flex to communicate scientific credibility or human warmth as needed—powering storytelling from the microscopic to the global and driving desire in a category defined by the dour.
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Status update
Fast-forward to now and the new identity has solidified Tate & Lyle’s status as a science solutions powerhouse, rallying employees, giving confidence to investors, sparking conversations with customers and partners, and reinforcing the good they do in the world.
Growth
Standout
Fandom
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