Founded in 1865 by a cooper and shipowner who acquired an interest in a sugar refinery, Tate & Lyle today is a global supplier to the food and beverage industry, using the science behind sweetening, mouthfeel, and the addition of vitamins and minerals to help consumers reduce sugar, fat, and calories while adding better nutrition.
Design firm Bulletproof created a new logo for the company in early 2023. Now, Bulletproof is taking that design in new directions by extending the use of the ampersand at the center of the client’s name, calling it “the power of &.”
The distinctive ampersand is used through the system to suggest partnership, connecting ideas, combination of ingredients, massing of knowledge, and much more. Bolstered by a backdrop of luscious, food-inspired colors, the ampersand Is often shown rendered out of food.
The brand extension turns food science—which could be considered a dry topic—into a delectable playground of possibilities. From the Bulletproof website: “Tate & Lyle needed a brand bold enough to flip the script—turning molecules into mouthfeels, theory into taste and texture, and food science into wonder.”
