The Foodservice Packaging Association (FPA) is the voice of the industry, promoting the responsible manufacturing, sourcing, distribution, usage and disposal of food and foodservice packaging. It liaises with government and implements best practice across the board, with a particular focus on the environmental issues around food packaging and how to improve them.

Rejuvenating a stale proposition

The FPA’s brand had been developed many years ago and was becoming tired and old-fashioned – the opposite of what the organisation wanted to portray. As advances in technology were being made and businesses began to welcome younger executives on board, the FPA needed to stay relevant.

We were initially approached about the creation of a new website, but we soon saw that it was a communications brief, rather than a simple web design task. We challenged the FPA and were soon brought on to not just implement a new website, but set out the brand strategy for the next iteration of the organisation.

First, we had to understand what the FPA were trying to achieve, so we embarked on an interview process with key members of the organisation and found that they all spoke about it in very different ways.

It was up to us to unify the brand message, so we provided a comprehensive analysis, bringing together the organisation’s key tenets of representation, information and networking. With this in mind, we created a strong brand identity, utilising bold colours and iconography to help the FPA stand apart as the industry leaders.

Futureproofing the FPA

Throughout the COVID-19 pandemic, the FPA’s website became the main hub of their activity, but the organisation quickly found that it wasn’t fit for purpose. We created a clean, modern website that better represented the FPA’s brand values with unique page templates to attract potential members and keep current ones up to date.

This included a comprehensive members’ directory, restricted member resources section and the ability to embed Eventbrite functionality directly into the site, improving their revenue stream and reducing the need for additional admin.

While the copy was created by the FPA’s longstanding PR agency, we provided consultancy on the tone of copy and layout that would better suit the brand proposition.