Food Union

Official Websites

• https://foodunion.com

Brand Guidelines

2025

Brand Summary

Mission

• Food Union is a Latvia-founded international food producing, distributing, and marketing group driven by local market insights and offering everyday delightfulness through strong brands in ice cream, snacks, dairy, and frozen foods. The brand purpose is ‘It’s not about food, it’s about people.’ This purpose drives and unites the brand, emphasizing that the interests of employees, customers, and consumers come before provided solutions [^1].

Core Values

• Boldness
• Commitment
• Fun

Target Audience

• Key stakeholders include business units, investors, society, suppliers/customers, teammates, and consumers. The brand aims to bring joy to consumers’ lives, nurture loved brands, and deliver long-term profitable growth through expertise and market position [^2].

Personality Traits

• Bold
• Committed
• Fun
• Professional
• Collaborative
• Open-minded
• Solution-focused
• Success-oriented
• Engaged
• Passionate

Visual Identity Overview

• The visual identity is minimalistic, modern, and vibrant, featuring overlapping circles in blue, yellow, green, and gray. The logo uses bold, sans-serif fonts with colored circles replacing certain letters, emphasizing unity and nourishment. The primary colors communicate positivity, brightness, openness, and friendliness, while secondary colors are calm and balanced for B2B materials. Typography is based on Century Gothic and Arial fonts, and the layout is clean and professional [^3].

Categories

Color Palette

• Primary colors are light and bright -communicating positivity, brightness, openness and friendliness.
• The four primary colors of communication we use are blue, yellow, green and grey.
• Blue, yellow and green are used for background, objects and accents, while grey is used for text.
• FOOD UNION BLUE Pantone 2995C CMYK 80 5 10 0 RGB 0 170 215
• FOOD UNION YELLOW Pantone 108 C CMYK 0 10 100 0 RGB 255 220 0
• FOOD UNION GRAY Pantone 430 C CMYK 0 0 0 70 RGB 110 110 110
• FOOD UNION GREEN Pantone 375 C CMYK 50 0 100 0 RGB 150 195 25
• Secondary colors are calm and balanced.
• These colors are for B2B communication materials, especially with investors, banks, creditors.
• Pantone 363 C CMYK 75 25 100 10 RGB 73 136 63
• Pantone 7685 C CMYK 79 72 10 1 RGB 43 51 151
• Pantone 7555 C CMYK 18 36 100 0 RGB 213 163 42
• Pantone 335 C CMYK 100 26 73 13 RGB 0 123 97
• Pantone 267 C CMYK 76 96 0 0 RGB 99 52 148
• Pantone 1805 C CMYK 21 96 90 12 RGB 178 43 46

Typography

• We use the Century Gothic font family as the primary font for all print and web materials, depending on the content hierarchy, the thin / regular / bold font thickness type can be used.
• Century Gothic Regular
• AaBbCc ĀāČ莞
• ABCDEFGHJKLMNOPRSTUVWXYZ abcdefghijklmnoprstuvwxyz 1234567890?!+%@*
• Century Gothic Bold
• As an additional font we use the Arial font family, we use it in cases where the primary font cannot be used, such as email, word, excel and powerpoint files.
• Arial Regular
• Arial Bold

Logo Usage

• The primary logo is based on the name of the company -Food Union. Words aligned underneath each other and aligned to the right side. The letters used in the name form a three-circle symbol that forms the center of the logo.
• The logo is used in full color unless it is objectively impossible to do so.
• The logo is surrounded by a protective line, in which should not contain other graphic objects, thus ensuring the readability of the logo.
• The minimal use of the logo - using smaller logo, loses its readability, thus losing its meaning.
• 10mm
• The logo should primarily be used in the full color version on the Food Union Primary Color Background, with the colors of the logo adapted to each background.
• The logo can be used in one of the primary colors of the brand if, for objective reasons, the full color version of the logo cannot be used.
• The logo can be used in one colour if, for objective reasons, the full color version of the logo cannot be used.
• The logo can be used with the slogan, placed below the primary logo, along its width.
• The logo with the slogan is used in materials where it is clearly legible, as well as, for companies internal motivation.
• The letters of the word “Food Union” forms a symbol -three circles.
• The Communication symbol may be used as a background object in com­munications materials or where a very small logo (less than 15mm) is required.
• Only available in full color version.
• Minimum size of use of the logo symbol.
• 4mm

Tone And Messaging

• “It’s not about food, it’s about people” is the brand purpose. It drives us and unites us, and keeps us consistent wherever we are represented.
• It is the common sense, that no matter of who we are talking to – our employees, our customers, our consumers – their interest comes before our provided solutions.
• We challenge ourselves to generating value at every step of our value chain, steering us toward unparalleled growth through robust decision making, championing in brand, go-to-market and store, and developing exciting innovations. Bold people combine competence, passion and endurance to move forward and succeed individually and collectively.
• We have a long-term interest in contributing to sustainable growth and creating value for our key stakeholders, and society at large in the markets we are represented. Committed people are professional, collaborative and preferred partner for cooperation – internally and externally.
• We always aim for fun-added value in everything we do. Happy people are engaged and passionate, they inspire others to be better.
• We bring joy to our consumers’ lives by nurturing loved brands and constantly working on product innovations and quality
• The logo can be used with the slogan, placed below the primary logo, along its width.
• The logo with the slogan is used in materials where it is clearly legible, as well as, for companies internal motivation.
• It’s not about food, it’s about people

Brand Values

• Boldness We challenge ourselves to generating value at every step of our value chain, steering us toward unparalleled growth through robust decision making, championing in brand, go-to-market and store, and developing exciting innovations. Bold people combine competence, passion and endurance to move forward and succeed individually and collectively.
• Commitment We have a long-term interest in contributing to sustainable growth and creating value for our key stakeholders, and society at large in the markets we are represented. Committed people are professional, collaborative and preferred partner for cooperation – internally and externally.
• Fun We always aim for fun-added value in everything we do. Happy people are engaged and passionate, they inspire others to be better.

Visual Style

• The image should feature a clean, modern design with multiple overlapping circles of different colors on a white background. The central focus is a large, bright yellow circle with the text ‘Brand Guidelines 2025.’ in white, centered within it. To the left, there should be a smaller, teal-colored circle partially visible, indicating continuation of a pattern or additional content outside the frame. Below the yellow circle, a part of a green circle is visible, suggesting a colorful, cohesive theme. The overall style should be minimalistic with vibrant, solid colors and clear, legible text emphasizing a professional and contemporary aesthetic.
• The image features the words ‘FOOD UNION’ in large, bold, gray capital letters. Above the letter ‘O’ in ‘FOOD’, there are two circles: one blue and one yellow, representing the ‘O’s in ‘FOOD’. Similarly, the letter ‘O’ in ‘UNION’ is replaced by a green circle. The circles are evenly spaced and centered above their respective words, adding a colorful and playful element to the text. The overall design is clean, modern, and visually appealing, likely used for branding or logo purposes related to food or a food-related organization. The background is plain white, highlighting the colorful circles and gray text.
• The image should feature a vibrant yellow background with a large white circle centered prominently, containing the text ‘Brand Strategy’ written in a simple, elegant font. To the left of the white circle, there should be a smaller, solid teal circle partially visible, suggesting it is cut off by the edge of the image. Below the white circle, at the bottom of the image, a partially visible green semi-circle or arc is present, indicating a layered or hierarchical visual theme. The overall design emphasizes simplicity, bright contrasting colors, and clear segmentation of elements to highlight the theme of ‘Brand Strategy.’ No additional text or objects should be present beyond these specified shapes and colors.
• The image features a central yellow circle labeled ‘Logotype’ in white text, positioned against a green background. To the left of the yellow circle, there is a partial blue oval, partially cut off by the image’s edge. To the right of the yellow circle, there is a partial white shape with curved edges, likely text, with the partial visible characters ‘U’. The overall composition suggests a design or branding diagram with elements arranged around the central logotype, set against a solid green background.

Additional Properties