Midwest Food Technology

Midwest Food Technologies came to us as a new player in the food processing machinery industry, with custom machines for food processing units as its main service.

Its main area of focus was machinery designed for chilling and freezing of food products like dairy, seafood and poultry.

The new company had no branding or collaterals at all, apart from its registered name, which made it an interesting blank slate for Studio Ogaan to work on.

The Business-to-Business brand required an identity that would reflect well in exhibitions and trade expos, which would be the main outreach channels.

Service

Identity & Branding, Print, Web

Client

Midwest

Year

2016

DELIVERABLES
Logo design
Print collateral design 
Stall Visual design / Posters
Video & Website Design & development

SOLUTIONS
The branding solutions for Midwest began with the design of the company’s logo, using a clear and monochrome theme to establish the new entrant as a serious player.

Studio Ogaan designed the stalls and exhibition spaces, which are the main outreach channels for this brand, with extreme care and thought.

Since the brand’s product – large industrial machines – were tough to photograph, the visual collaterals were photographed with food products on the plastic chains of the conveyor belts used in machines made by Midwest.

The idea was to bring attention and attraction to a product that was not visually spectacular otherwise, and also humanise the brand’s technology activities.

Studio Ogaan also produced live-action videos to show the machines and processes in the clearest possible manner.

Print and business collaterals, including product brochures, letterheads and cards were designed around a consistent theme.

The branding effort was rounded off with a clear and classy responsive website, designed specifically to work well on mobile devices, to aid the marketing efforts of the company personnel.

Stall Visual and Space Design

Since the client was a B2B company manufacturing specialised machinery, a clear and strong industry connection was very important. For this, exhibitions and expos were identified as key outreach points.

Studio Ogaan designed the stalls for the client at exhibitions in Mumbai and  Delhi. While the earlier idea was designed by the stall erector based on the client brief, the result was not strong from a design and experience point of view. 

Imagining and managing space is a specialised job, and Studio Ogaan’s experience in 3D visualization and space design helped in making the effort successful for the client.