A sustainable future for foodservice
GM Packaging has built a successful B2B operation supplying packaging to the foodservice sector — but the industry was transforming fast and the business needed to evolve to maintain growth. We helped reposition GM as a service-first brand partner, aligned with the demands of modern, quality focused brands and their sustainability-centric customers.
We developed a new brand — Servved — built around a powerful promise: Catering Well Served. The new identity repositions the business beyond packaging, elevating it to a strategic partner for caterers, manufacturers, and food brands seeking reliability, insight, and innovation.
With a refined name and bespoke brand world, we signalled a shift from commodity supplier to intelligent service provider. A custom word-mark and restrained neutral palette deliver a sense of sustainable materials and precision, while the visual system — from adaptive colour partnerships to expanding content cards — embodies Servved’s operational responsiveness and digital-first mindset.
We developed names, identities and propositions for two own label packaging brands, ServWell (a value range) and Made2 (their most sustainable range).
From boardroom to back-of-house, Servved now speaks to the full spectrum of decision-makers with clarity, confidence, and care. The result: a future-proofed identity with the flexibility to grow across digital, product, and partner-led touchpoints.
A sustainable future for foodservice
GM Packaging has built a successful B2B operation supplying packaging to the foodservice sector — but the industry was transforming fast and the business needed to evolve to maintain growth. We helped reposition GM as a service-first brand partner, aligned with the demands of modern, quality focused brands and their sustainability-centric customers.
We developed a new brand — Servved — built around a powerful promise: Catering Well Served. The new identity repositions the business beyond packaging, elevating it to a strategic partner for caterers, manufacturers, and food brands seeking reliability, insight, and innovation.
With a refined name and bespoke brand world, we signalled a shift from commodity supplier to intelligent service provider. A custom word-mark and restrained neutral palette deliver a sense of sustainable materials and precision, while the visual system — from adaptive colour partnerships to expanding content cards — embodies Servved’s operational responsiveness and digital-first mindset.
We developed names, identities and propositions for two own label packaging brands, ServWell (a value range) and Made2 (their most sustainable range).
From boardroom to back-of-house, Servved now speaks to the full spectrum of decision-makers with clarity, confidence, and care. The result: a future-proofed identity with the flexibility to grow across digital, product, and partner-led touchpoints.
A sustainable future for foodservice
GM Packaging has built a successful B2B operation supplying packaging to the foodservice sector — but the industry was transforming fast and the business needed to evolve to maintain growth. We helped reposition GM as a service-first brand partner, aligned with the demands of modern, quality focused brands and their sustainability-centric customers.
We developed a new brand — Servved — built around a powerful promise: Catering Well Served. The new identity repositions the business beyond packaging, elevating it to a strategic partner for caterers, manufacturers, and food brands seeking reliability, insight, and innovation.
With a refined name and bespoke brand world, we signalled a shift from commodity supplier to intelligent service provider. A custom word-mark and restrained neutral palette deliver a sense of sustainable materials and precision, while the visual system — from adaptive colour partnerships to expanding content cards — embodies Servved’s operational responsiveness and digital-first mindset.
We developed names, identities and propositions for two own label packaging brands, ServWell (a value range) and Made2 (their most sustainable range).
From boardroom to back-of-house, Servved now speaks to the full spectrum of decision-makers with clarity, confidence, and care. The result: a future-proofed identity with the flexibility to grow across digital, product, and partner-led touchpoints.
