Growing a future where life in all its flavours can thrive
Growing a future where life in all its flavours can thrive
Growing a future where life in all its flavours can thrive
Tilda
Tilda
Tilda
Agency / Leap
Agency / Leap
Purpose Strategy
Branding
Motion
Report Design
The background
The background
The background
Tilda is a much loved UK brand with an ambition to be the most responsible and trusted rice producer in the world. This means putting people and planet at the heart of what they do and recognising that there is much work ahead to improve sustainability across the rice industry. From responsibly growing their ingredients to serving diverse communities, Tilda are embracing a better way to do business, making tasty products and creating a thriving future for all.
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Tilda is a much loved UK brand with an ambition to be the most responsible and trusted rice producer in the world. This means putting people and planet at the heart of what they do and recognising that there is much work ahead to improve sustainability across the rice industry. From responsibly growing their ingredients to serving diverse communities, Tilda are embracing a better way to do business, making tasty products and creating a thriving future for all.
Tilda have been reporting on their impact since 2021 and certified as a B Corp in 2023, but they were missing a clear strategy to drive further action and help structure their impact communications. I took a lead role in crafting a new brand purpose statement, creating a strategic purpose framework, and bringing it all to life visually across multiple touchpoints.
Tilda have been reporting on their impact since 2021 and certified as a B Corp in 2023, but they were missing a clear strategy to drive further action and help structure their impact communications. I took a lead role in crafting a new brand purpose statement, creating a strategic purpose framework, and bringing it all to life visually across multiple touchpoints.
Tilda have been reporting on their impact since 2021 and certified as a B Corp in 2023, but they were missing a clear strategy to drive further action and help structure their impact communications. I took a lead role in crafting a new brand purpose statement, creating a strategic purpose framework, and bringing it all to life visually across multiple touchpoints.
Purpose, from paddy to plate
Purpose, from paddy to plate
Purpose, from paddy to plate
The new purpose statement 'Growing a future where life in all its flavours can thrive' aims to encapsulate all parts of the Tilda world, from paddy to plate. The wider framework captures three key areas for impact – Responsible Growing, Better Business, and Thriving Communities. To support the team with implementation, we developed a strategic guide and toolkit, providing clear examples of how to use the purpose strategy to drive positive change across the business and beyond, and how to integrate it into communications to share impact externally.
The new purpose statement 'Growing a future where life in all its flavours can thrive' aims to encapsulate all parts of the Tilda world, from paddy to plate. The wider framework captures three key areas for impact – Responsible Growing, Better Business, and Thriving Communities. To support the team with implementation, we developed a strategic guide and toolkit, providing clear examples of how to use the purpose strategy to drive positive change across the business and beyond, and how to integrate it into communications to share impact externally.
The new purpose statement 'Growing a future where life in all its flavours can thrive' aims to encapsulate all parts of the Tilda world, from paddy to plate. The wider framework captures three key areas for impact – Responsible Growing, Better Business, and Thriving Communities. To support the team with implementation, we developed a strategic guide and toolkit, providing clear examples of how to use the purpose strategy to drive positive change across the business and beyond, and how to integrate it into communications to share impact externally.
The new purpose statement 'Growing a future where life in all its flavours can thrive' aims to encapsulate all parts of the Tilda world, from paddy to plate. The wider framework captures three key areas for impact – Responsible Growing, Better Business, and Thriving Communities. To support the team with implementation, we developed a strategic guide and toolkit, providing clear examples of how to use the purpose strategy to drive positive change across the business and beyond, and how to integrate it into communications to share impact externally.
Bringing purpose to life
Bringing purpose to life
Bringing purpose to life
Bringing the Tilda purpose strategy to life visually involved creating something that works alongside vibrant brand communications comfortably whilst also accommodating heavier messaging. The result is a design system that uses simple typographic layouts balanced with a strong use of colour and playful iconography made from rice grains, creating character, enhancing credibility and celebrating action. As part of this project I was involved in all parts of process, from strategy to launch. I have been supporting with both internal and external communications, designing impact reports, crafting social posts, writing scripts, and working closely with the Tilda digital team to implement a new sustainability area of their website.
Bringing the Tilda purpose strategy to life visually involved creating something that works alongside vibrant brand communications comfortably whilst also accommodating heavier messaging. The result is a design system that uses simple typographic layouts balanced with a strong use of colour and playful iconography made from rice grains, creating character, enhancing credibility and celebrating action. As part of this project I was involved in all parts of process, from strategy to launch. I have been supporting with both internal and external communications, designing impact reports, crafting social posts, writing scripts, and working closely with the Tilda digital team to implement a new sustainability area of their website.
Bringing the Tilda purpose strategy to life visually involved creating something that works alongside vibrant brand communications comfortably whilst also accommodating heavier messaging. The result is a design system that uses simple typographic layouts balanced with a strong use of colour and playful iconography made from rice grains, creating character, enhancing credibility and celebrating action. As part of this project I was involved in all parts of process, from strategy to launch. I have been supporting with both internal and external communications, designing impact reports, crafting social posts, writing scripts, and working closely with the Tilda digital team to implement a new sustainability area of their website.
Creative team:
Creative Director: Nathan Lance
Purpose Strategy & Design: Rosanna Highton
Motion: Nick Jenkins, Rosanna Highton
Client Services: Helen Johnston
Impact Report Copywriting: Beth Derry
Creative Director: Nathan Lance
Purpose Strategy & Design: Rosanna Highton
Motion: Nick Jenkins, Rosanna Highton
Client Services: Helen Johnston
Impact Report Copywriting: Beth Derry
Creative Director: Nathan Lance
Purpose Strategy & Design: Rosanna Highton
Motion: Nick Jenkins, Rosanna Highton
Client Services: Helen Johnston
Impact Report Copywriting: Beth Derry
Creative Director: Nathan Lance
Purpose Strategy & Design: Rosanna Highton
Motion: Nick Jenkins, Rosanna Highton
Client Services: Helen Johnston
Impact Report Copywriting: Beth Derry
