Helping create a new food brand

Pioneering Foods is a new brand, bringing together two frozen foods businesses under one inspiring umbrella. Elmwood were given the job of creating the new identity and launch materials, including this brochure. And I was delighted to be asked to help with the words.

Elmwood's identity includes a very nifty mark, in which a cap P tips on its side to create a creamy-topped mountain peak, and a bank of witty images in which food takes on a new, appropriately pioneering, appearance. On the cover (left), for example, some tasty chocolate desserts are transformed into the sort of place Captain Kirk would boldly go.

The brochure also introduces Pioneering Foods' two constituent businesses, Icefresh Foods and Heaven Made Desserts. Elmwood has created identities for these subsidiaries too, including the one shown (below) for Heaven Made, in which a plate becomes an ill-deserved halo for what are actually extremely naughty, but delicious, frozen desserts.

If you'd like to read some of the copy, you can download a PDF of the hot-air balloon spread and a PDF of the Heaven Made spread.

RAC Christmas cards

I know it's only August, but I thought you'd like these. They're for RAC Automotive Partnerships, the bit of the RAC that helps businesses with their fleets and so forth.

Elmwood came up with some lovely visuals, turning bits of motoring gear into appropriately festive imagery. Then they asked me to come up with some accompanying words.

So inside the top card, it says "What better time to celebrate lasting partnerships? (Or start some new ones.)"

The middle one says, "Like us, Santa knows the value of partnerships."

And the bottom one says, perhaps inevitably, "May your days be merry and bright."

Only 136 days to go - better get down the shops.