Shelf-Life: Stand Out and Stand For Something

Last week, Shelf-Life, our event in collaboration with Tastebuds and Midday Studio, brought together food and drink entrepreneurs, brand strategists, and creatives to explore what it means to build a meaningful and lasting brand.

An inspiring introduction from Robert set the stage for insightful discussions about brand identity, storytelling through branding, and the importance of authenticity.

Challenging Brand Identity with Midday Studios & Eat Real

Will Gladden from Midday Studios and Peyton Squires from Eat Real, took us on a deep dive into the evolving landscape of food and drink branding. Representing a range of brands, from small start-ups to household names, Will emphasised the importance of brands truly understanding their own identity. He encouraged businesses to challenge themselves and consider how they present themselves to consumers.

We all consume food and drink daily, but what transforms a product into a brand that people want to engage with? Will shared compelling case studies of successful food and drink brands, demonstrating how elements like typography and illustration elevate a brand’s presence. But, these design choices aren’t just aesthetic, they have the power to bring consumers into a larger movement, making them feel part of something greater than just another product.

Peyton and Will also highlighted some exciting brand collaborations that have successfully pushed businesses into the next era, demonstrating how partnerships can strengthen brand messaging and consumer engagement.

**Grassroots Branding with Tastebuds**

Next, **Alex Larter** from Tastebuds explored the impact of grassroots branding. Tastebuds is deeply connected to the food research community, with **University of East Anglia ranked as the best for food research in the UK**.
Their recent rebrand collaboration with NUA was a testament to how **strategic partnerships can refresh a brand’s identity while staying true to its core values**.

Fresh Ideas in Food and Drink: 3 Minute Pitches

One of the highlights of Shelf-Life was hearing the founders of emerging brands give their 3 minute pitches. Each business showcased a unique approach to branding, innovation, and storytelling.

All the fantastic brands we heard from:

Sucseed – A mission-driven brand embracing sustainability.

The Kraken Bakes – A creative take on baked goods with a bold identity.

Crumpetorium – Reinventing a classic British favourite.

Goodery – A veg box company prioritizing ethical sourcing and convenience.

Club Cultured – An example of Norwich’s close-knit entrepreneurial spirit, with a founder who lived next door to a judge without ever meeting them!

Beantastic Hummus – Created by a plant scientist, this brand focuses on gut health and nutrient-rich hummus.

Eufloria Drinks – A non-alcoholic, herbal sparkling beverage inspired by the founders’ experiences undergoing breast cancer treatment, aiming to bring something positive and healing to the market.

Risky Biscuits – A clear crowd favourite, blending fun and flavour in equal measure.

VIDA Vodka – A fresh take on premium vodka.

Key Takeaways: Brand Storytelling and Market Trends

From “glut” to “gut” health

A shift in focus from indulgent foods to functional, health-driven products.

The power of storytelling

The strongest brands had a unique selling proposition (USP) that made them distinct and memorable.

Brand identity is everything

Whether it’s through typography, illustration, collaborations, or grassroots initiatives, successful brands understand who they are and communicate it effectively to consumers