Humanising a science-first brand

Food Standards Agency

The Food Standards Agency (FSA) is responsible for food safety policy, regulation and enforcement across the UK. They work with businesses through local authorities, to help them produce safe food, and to enforce food safety regulations. The FSA wanted to change their approach to consumers and the way they were seen by the industry. Bell were commissioned to develop their brand in line with their new strategy, and once finalised, take the brand to staff to encourage then to live and breathe the FSA brand every day.

The key thrust was to bring in a much-needed human element. We produced new brand guidelines covering a clear brand architecture, graphics, photography, tone-of-voice and style in line with their new brand positioning, as well as additional social media guidelines. We also created versatile and fit-for-purpose design elements to make the brand work effectively for the wide-ranging needs of their different audiences, food safety experts, employees and consumers, including new styles of infographic. The human element was incorporated where appropriate, strikingly illustrated by key sector photography organised and undertaken by Bell. Most importantly, the guidelines showed how to incorporate the key pillars of the FSA brand and mission across all touchpoints.

The second stage of this project involved roll out in FSA offices in London and York. We designed, produced and delivered a suite of office graphics that conveyed the entire FSA journey from farm to fork. After scoping both sites, and planning with the refitters, Bell conceived and designed office livery, wall vinyls, framed photographs and image transfers that would work both individually – to communicate specific FSA brand messages – and together as a whole to ensure each office imparted the overall ethos, vision and mission of FSA. Bell undertook the installation for the York property, and oversaw installation at the London office. After completion, FSA commissioned us to adapt these graphics to decorate their existing Birmingham office. Our most recent fitout was their Cardiff office, in Summer 2023.