Injecting soul into the science of food
With 165 years of innovation behind it, Tate & Lyle is an ingredients-based solution partner helping to provide nutrient-dense foods that are healthier, better-tasting choices for society. In a complex, highly functional category, its industry-leading solutions needed to be front and centre. And with the addition of CP Kelco, it was time to signal a bold new chapter — uniting two global workforces under a brand fit for their shared ambition. Tate & Lyle needed a brand bold enough to flip the script – turning molecules into mouthfeels, theory into taste and texture, and food science into wonder.
project
Tate & Lyle Brand Refresh
client
Tate & Lyle
Services
Brand Strategy
Visual Identity System
Film & Motion
Digital
COLLABORATORS
TRIZZ
The Power of &
A thorough discovery process revealed a powerful creative unlock: the ampersand in Tate & Lyle. From this unassuming symbol, always present but never celebrated, we constructed a powerful idea: the power of &. It became the foundation of the brand strategy, expressing purpose, inspiring partnership, and telling a story of transformation in one elegant mark.
Science, Solutions
& Society
Who said food science had to be bland? This was Tate & Lyle’s moment to shake things up and showcase their innovation like never before. At the intersection of science, solutions, and society, we revealed how Tate & Lyle’s breakthroughs empower healthier living, strengthen communities, and support a more sustainable planet. We built a sensorial brand world – expressive, animated, and powered by the positive potential of AI – that put the wonder of food at its heart. Bursting with colour, texture and energy, it elevated the narrative: science creates solutions, solutions enable better choices, and together, they serve society. From the unseen to the unforgettable, the brand finally packed the same punch as the positive impact it has on lives every day.
Food science is an untapped treasure chest. Immersing ourselves in its formulas and reimagining the wonders of transformation was nothing short of a feast for creativity.
Fahud Ahmed, Creative Director
Tate & Lyle
& Me
An employee portal helped embed the brand from inside out. Its standout feature – an AI-powered ampersand generator – let employees create their own unique ampersand. Each version a personal signature of their contribution to the collective vision, shared across LinkedIn banners, avatars, & profiles. The result: a brand launch that became a movement, & turned purpose into pride.
From Two Legacies to One Powerhouse
‘The power of &’ also provided a natural bridge when Tate & Lyle joined forces with CP Kelco, giving the business a way to showcase broader expertise, align cultures, and speak with one voice. The outcome is a science solutions powerhouse – energising employees, instilling confidence in investors, sparking customer conversations, and amplifying the good they bring to the world, all while setting the stage for future growth.
This has been the ideal partnership: a client with a bold ambition and an open mind, and an agency that brought a brilliant idea to life across every touchpoint.
Helen Bass - VP, Global Head of Marketing & Insights
Growth
Standout
Fandom
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WITH A END PRODUCT THAT CREATES AN EVER LASTING BESPOKE ASSET LIBRARY
B2B doesn’t always need to be Boring2Boring.
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