Trustwell
Creating Leadership in Food Safety
In October 2022, the Riverside Company, a leading mid-market private equity firm, decided to capitalize on increasing valuations in food safety by merging two of their portfolio companies: ESHA Research and FoodLogicIQ. ESHA brought decades of experience in nutrition databases, while FoodLogiQ excelled in SaaS solutions for food safety and transparency. The challenge was to create a new name and brand that united their expertise and builds trust with customers.
We partnered with Trustwell to create a cohesive brand identity that brought together the legacy and expertise of ESHA Research and FoodLogiQ.
Our process began with discovery and strategy development, where we conducted in-depth interviews with more than 25 executives and clients. These conversations revealed key insights into the company’s operations, goals, and market opportunities. Using this information, we crafted a comprehensive brand strategy centered around the positioning statement “Always Ahead.” This statement highlights Trustwell’s commitment to innovation, agility, and leadership in food industry technology.
Understanding the critical role trust plays in the food industry, we developed the name “Trustwell.” The name reflects the confidence that food companies and their customers place in the brand to deliver safety, transparency, and risk mitigation.
To bring the brand to life, we created a modern visual identity that reflects Trustwell’s mission and values. The logo features an upright shield, symbolizing protection, trust, and forward-thinking. Its sleek design embodies the brand’s promise of progress and leadership in the food industry.
Trustwell’s new brand identity effectively united the strengths of ESHA Research and FoodLogiQ, creating a trusted, forward-looking presence in the food industry. With its distinct name, compelling positioning, and modern design, Trustwell now stands as a leader in food safety, traceability, and innovation, poised to shape the industry’s future.