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TYSON FOODS

A new identity to match a future-focused strategy

After years of acquisition and growth, Tyson Foods needed a new logo and visual system in order to distinguish Tyson Foods (the parent company) from Tyson (the more widely-known consumer brand). While at Brand Union I worked on creating that identity—one that needed to represent Tyson Foods' new, aspirational strategic focus as well as appeal to both investors and an employee base with a lot of affinity for the existing brand.

I was a core team member on this project from beginning to end and ultimately was responsible for developing the visual system and building out the 50+ page brand guidelines. I collaborated closely with the internal Tyson Foods design team to ensure we were creating a system that was forward-looking in its ability to flex and grow, but also manageable and realistic from a governance standpoint.


You can read what Brand New had to say about the redesign here.
AND—scroll down to see the logo and design system that almost was.

 
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tyson_web.jpg
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 Snippets of the brand guidelines

Snippets of the brand guidelines


The runner-up!

This direction was inspired by the heritage story of the Tyson family and farms. With that, I developed a custom logotype and typeface (inline, outlined, and solid fill weights) based on the hand painted letters on John Tyson's first delivery vehicle. 

The below is a bit of work from an alternate design system that almost made the cut. While I was not responsible for the final logo above that Tyson Foods selected (just everything that supports it :), everything below is my own work and I continue to have a soft spot for it.

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2_alphabet.jpg
3_web.jpg
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4_mural.jpg
5_book.jpg
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7_truck.jpg