Tate & Lyle · United Kingdom, Global · 2025B2B · Design & Packaging · Digital & Tech
The Wonder of Science.
Bulletproof turns Tate & Lyle's ampersand into a flexible identity connecting food science, collaboration and employee participation.
- Brand
- Tate & Lyle
- Agency
- Bulletproof
- Market
- United Kingdom, Global
- Region
- Global
- Year
- 2025
Campaign images
The challenge
Give a technical ingredients business a more expressive identity and bring the Tate & Lyle and CP Kelco workforces together around a shared story.
The idea
Use the ampersand as the organising device across an animated world of food textures and scientific imagery. An employee portal lets colleagues generate individual ampersands with AI for profile imagery and banners. The system connects the company's science, solutions and social purpose across brand and digital applications.
Case study source: Bulletproof Source ↗
Credits
- Brand
- Tate & Lyle
- Brand strategy, identity, motion and digital design
- Bulletproof
- Creative Director
- Fahud Ahmed
- Executive Creative Director
- David Beare
- Collaborator
- TRIZZ
- VP, Global Head of Marketing & Insights
- Helen Bass
