The brand challenge
101 is key part of American agriculture, sustainably converting food waste and byproducts into high quality feed for livestock. It counts some of the biggest and best-known food brands in the world as its customers. Yet its former brand under-communicated its deep expertise, its track record of innovation and service or its central role in the food lifecycle.
The brand solution
Brand Zoo created a story about how 101 is essential to the food lifecycle, providing data and sustainable solutions for corporate ESG managers, reliable waste management services for food plant managers and nutrition-dense feed for farmers. We provided language that captured the ethos, culture and personality of a firm that is both of and for agriculture. And we created a design language and color palette that amplifies sustainability and food lifecycle themes, distinguishing 101 from competitors. The language and design themes extend to the new 101 site, and help bring the brand to life.
The results
“Brand Zoo helped us redefine the way customers and other audiences understand the scope of what we do, its impact and the value we deliver. Their process also helped us align our team and entire organization on the story and expression of the 101 brand."
Cory Peter, CEO, 101