Tate & Lyle launches new brand

Tate & Lyle’s new brand delivers a new brand promise to its customers

Tate & Lyle has announced the launch of its new brand.

The rebrand of Tate & Lyle is another important milestone in the transformation of its business to become a purpose-led, growth-focused speciality food and beverage solutions business.

At the heart of the brand, is the company’s new narrative — Science\ Solutions \ Society — is the promise Tate & Lyle makes to its customers and the way in which it will deliver its purpose. 

Nick Hampton, CEO of Tate & Lyle, said: “Our commitment to ‘Science, Solutions, Society’ was born out of a deep understanding of our purpose ‘Transforming Lives through the Science of Food’. After all, everything Tate & Lyle does is rooted in science. It’s through R&D and innovation — our understanding of the science of food — that we have the greatest impact, not only by supporting healthy living through our ingredients and solutions but because, by growing our business, we can also have a wider positive impact on our communities and the planet.

“We are really excited to be able to share our new brand today — it truly reflects who we now are as a business and our ambition for the future, building on over 160 years of innovation.”

Helen Bass, global head of marketing and insights, Tate & Lyle, said: “As the design work was evolving, we discovered very early on the incredible power of having an ‘and’ — an ampersand — in our name. It is not just distinctive but communicates that Tate & Lyle can, and does, bring more. It shows a continuous curiosity and restlessness to solve challenges, go the extra mile and exceed its own and others’ expectations in the broader world. Therefore the ‘power of and’ became a key part of the design.

“This rebrand is not just a new logo or colours, it is a beacon of change for our organisation, creating a distinctive new brand, one powerful narrative, that stands out and brings it to life for ourselves and our customers.”

Tate & Lyle engaged global creative design agency, Bulletproof, to carry out this rebrand project. The devised a strong strategy, built a brand identity, and then tested the new look and feel with colleagues and teams across the business.

David Beare, executive creative director, Bulletproof, said: “Whilst we started this process by looking at the history and future of Tate & Lyle, the competition, the current brand world and identifying all the things that makes the business unique in the industry, it was most important to us to speak to Tate & Lyle’s people.

“This enabled us to identify what is true, credible, and motivating about Tate & Lyle and working at the company. It was invaluable in creating a brand that its people feel reflects them and the pride they have in their work.”

The rebrand includes a new logo, typography, new imagery as well as a new narrative and tone of voice.