Tate & Lyle
Ampersand
Bringing brand heritage alive through dynamic simulations
We developed master brand assets for Tate & Lyle’s rebranding initiative. Centred around their new ampersand logo, we highlighted how it symbolises the brand’s three key business pillars: science, society, and solutions. Our work brings the new identity to life by creating visual representations for each core area. Using shape and texture, dynamic simulations illustrate each pillar in a dense, abstract manner.
AMPERSAND GEOMETRY Procedural motion framework animating the fluid contours of the hero logo mark
We developed a cohesive motion design system that maintained the ampersand's diagonal flow, ensuring consistency across the broader visual identity.
DYNAMIC TOOLKIT Modular motion assets and sound design driving cross-platform brand consistency
We experimented with various elements, materials, and liquids during our initial explorations to shape each brand asset. The challenge was to strike a delicate balance between organic forms and scientific structures while keeping them relatable to the food industry.
