Brand Union has rebranded Tyson on the heels of their announcement that all of the client’s food brands would be going antibiotic-free (No Antibiotics Ever) and that Tyson is embracing a new sustainability model.
The new identity, which deals only with the parent company, does away with the signature red and yellow branding in lieu of a calmer blue and weathervane imagery signaling a forward direction and a callback to Tyson’s farm-focused family roots. The red and yellow logo will continue to be used for the Tyson chicken brand. eSally Grimes, president of Tyson’s retail business, said that “We’re driving growth through strong innovation and brand-building.”
Credits at Brand Union go to Executive Creative Director Sam Becker; Design Director Stephanie Landry; Strategy Director Susanne Falbee; Senior Designer Haruko Hayakawa; Designers Delaney Lundquist and Nei Valente; Senior Client Manager Alyssa Olans; Managing Director NY Christina Falzano; and Worldwide CEO Toby Southgate.