Paper & Packaging

Servved

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 Servveds 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 Servveds 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 Servveds 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.

Services

Services

Strategy

Strategy

Identity

Identity

Year

Year

2024

2024

“Creating a proposition that built and positioned our offer for global brands needed an insightful, considered approach and quality in execution. I’m pleased to say Phoenix Studios delivered a great partnership on the new brand.”

Kelvin Carruth

Commercial Director

Food & Beverage

Not Honey

Food & Beverage

Not Honey

Food & Beverage

Not Honey

Food & Beverage

Rokit

Food & Beverage

Rokit

Food & Beverage

Rokit

Food & Beverage

Ecatering

Food & Beverage

Ecatering

Food & Beverage

Ecatering

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© Phoenix Studios 2025

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© Phoenix Studios 2025

Stay in touch. Subscribe to our updates.

© Phoenix Studios 2025