AG Helps HFI Develop a New Brand Identity, Including Vibrant Logo and New Website

Healthy Food Ingredients (HFI) is a growing family of global specialty ingredient brands. To bring the HFI brand to market and better reflect its passion to live up to its name, HFI partnered with Activated Growth. Together, we followed our strategic approach to defining the brand and introducing it to the market. We started by developing the HFI brand strategy, including sub-brands and signature products. We conducted company, customer and market research to define HFI’s brand attributes and key differentiators.

From there, we focused on the look and feel of the brand, including new color palette, logo, font and tagline. HFI’s new look was borne from the concept of working together for good. The logo unites multiple squares to symbolize an aerial view of fields and the dedicated farmers who are the foundation of healthy ingredients. Above the letter “i,” two abstract leaves overlap to convey the wholesomeness and transparency of HFI’s offerings. Vibrant pops of color within the logo capture the natural blues and greens of fresh water, sky and plants, symbols of HIF’s ever-growing collaborations to nourish lives.

The company’s new website provides a thorough description of HFI’s vision and values, portfolio of brands and ingredients, and growing capability to bring innovative solutions to the market. The website also communicates HFI’s two main market differentiators: 1. the ability to provide supply assurance through its long-standing, diverse and vast grower network, and 2. delivering safety and quality assurance with turnkey ingredient management, from sourcing, processing, tracking and traceability through manufacturing and packaging.

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