Delivering Potential
Henry Broch Foods has long been a trusted supplier in the US food industry. Based in the Chicagoland area, the business is known for its scale, reliability and exacting manufacturing capability. As a leading supplier of dry ingredients and formulations, its reputation has been built on dependability and delivery at volume. But the ambition of the business had moved on.
Behind the headline figure of a 375,000 sq ft facility sits something far more compelling: a highly agile operation with the ability to handle bespoke, smaller production runs, rapid NPD, and an increasingly culinary-led approach to food manufacturing.
The challenge everyone faced was not just operational, it was perceptual. Henry Broch needed to be seen not just as a supplier, but as a partner in creation. That is where we began.
From Supplier to Partner
Following a period of strategic work, we reframed Henry Broch’s role in the market. This was not a business that merely produced and packed ingredients; it was one that helped customers unlock opportunity. The resulting brand positioning “We deliver more than just products; we deliver potential” captures that shift. It speaks to collaboration, shared ambition, and the role Henry Broch plays in helping customers move faster, smarter, and further.
This idea of potential became the organising principle for the brand guiding not only what Henry Broch says, but how it behaves.
Designing for Agility, Partnership and Quality
Visually, we took inspiration from the natural ingredients that underpin Henry Broch’s blends, developing a muted, confident colour palette that signals professionalism without being overly sterile and corporate. The visual language is restrained but allows for clarity, structure, and precision to come through – mirroring how the business operates.
The result is an identity that feels dependable yet inventive. Serious, but never static. It removes unnecessary complexity and makes a highly technical operation feel accessible, human, and collaborative.
Bringing the Brand to Life
The new website was the first major articulation of the brand. More than just a refresh, it became a statement of intent clearly articulating Henry Broch’s capabilities while reframing its role in the value chain. Not just a supplier, but a meticulous, hard-working partner with the versatility to meet any challenge.
Henry Broch Foods now has a brand and visual identity system that reflects what the business has always been: a company that takes the complex and makes it simple and in doing so, helps its customers turn what is possible into potential.
