For over two decades, 4 Aces has been a leading expert in food packaging, providing quality products and services to the food and beverage industries with high-quality and innovative food, coffee, vending, and water packaging solutions. Their commitment to excellence extends beyond delivering exceptional products; it encompasses a supply chain built on quality, value and sustainability.
4 Aces approached me in 2023 for a full rebrand. The challenge was to refresh the existing visual identity to align with their evolving brand values and goals which had veered away from sustainability, with a focus now on their existing partnerships, value and responsibility. The challenge was to create an identity for a business who's primary function was the bulk sale of disposable food and beverage packaging that felt trustworthy and grounded but also fresh, streamline and impactful to both existing and potential clients seeking a reliable food service packaging supplier.
I began by conducting research and working on brand strategy. Receiving branded documents and their existing brand guidelines along with names of all known competitors from the marketing team at 4 Aces, I was then able to begin the initial research. I also received a brand immersion workshop document from the team that was created as a result of a meeting with key stakeholders in the business outlining their updated brand position, values, pillars and tone of voice. The document gave me an idea of what they had in mind for the rebrand regarding colours and fonts, though ultimately they gave me full creative freedom over the project not wanting to hinder the process. I conducted competitor audits, decided upon the design direction based upon the document supplied and my own research and finalised the required key touchpoints and project success criteria.
The solution was to create a visual identity that felt clean, calm and simple, presenting as a reliable, forward-thinking brand that cuts through the noise and garners trust from both new and existing clients. Using rounded sans serif type paired with clean product imagery and earthy, warm colour tones reflects the company’s upgraded personality. Staying away from visuals and palettes attributed to sustainability, I pushed towards cool, calm, spacious visuals that align with value, transparency and simplicity.
“Working with Harry O’ Donnell on the total rebrand of our company, 4 Aces, was an absolute game-changer for us. He brought a whole new energy and identity to the brand that was exactly what we needed to take our business to the next level.
His vision and creativity resulted in a brandbook and identity that are fresh, modern, and really make us stand out in a competitive industry. The rebrand has significantly boosted our brand awareness, and we've seen tremendous growth in how we're perceived by both existing and new customers. His attention to detail and ability to translate our vision into these materials was second to none. Every aspect of his work reflected our new identity and really brought our brand to life.
Not only is Harry incredibly talented as a designer, but he’s also a true professional. He’s full of innovative ideas, quick to respond, and works with an efficiency that makes the entire process feel seamless. He’s flexible, easy to work with, and always goes above and beyond. If you're looking for someone who can transform your brand and deliver outstanding results, I couldn’t recommend Harry highly enough.”
Hollie Spray, Head of Marketing
