Foodservice Women’s Alliance is a rapidly growing networking community dedicated to championing women and diversity within the foodservice industry. As part of its evolution, the organization required a brand refresh that would reflect its credibility, strength, and commitment, delivering a professional and inspiring identity that women can be proud to stand behind.
In collaboration with Julie Swift, founder of FWA, we created a brand refresh that honors the core values of the original identity, highlighting diversity in skin tones and reinforcing the organization's grassroots mission to support women advancing in their foodservice careers. Julie wanted the brand to feel down-to-earth, textured, yet vibrant and energetic. The project included the creation of a comprehensive logo system, sub-brands, custom icons, and text lockups, along with a clear and accessible brand guideline designed to empower their grassroots team to implement the brand consistently.
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