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 digital-first mindset and operational responsiveness.
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 digital-first mindset and operational responsiveness.
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 digital-first mindset and operational responsiveness.
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.
