Hilton Foods

Brand Evolution for a Modern, Multi-Market Food Business

Challenge
Hilton Foods, a world-leading fresh food supply chain service provider, needed a brand evolution that would better reflect its international scale, multi-category offer, and forward-looking ambition. The existing identity lacked cohesion across countries and did not convey the brand’s full potential or purpose. Our challenge was to simplify and modernise the brand while capturing its dedication, innovation, and leadership in the global food sector.

Solution
We undertook a full brand review to clarify and refine Hilton Foods’ positioning. Working closely with the leadership team, we evolved and refreshed the brand to ensure it felt both contemporary and international, capable of spanning multiple food categories. We articulated the brand purpose, developed a clear brand proposition, and crafted a compelling strapline to anchor communication. A new brand architecture was established to support consistency across group-level and country-based operations, enabling clarity and cohesion at every point.

Results
The refreshed brand now confidently communicates Hilton Foods’ position as a modern, global, multi-category business. It captures the company’s ambitious spirit and innovative edge and provides a flexible framework for future growth. Internally, the brand has been embraced across markets, providing clarity for teams and consistency across communications. Externally, it positions Hilton Foods as a trusted and progressive partner in the global food supply chain.