Service Foods brand identity
Posted 3 years ago and submitted by Steven Noble | Share link:

Tried & True contacted Steven Noble to create a series of scratchboard woodcut illustrations for their client Service Foods, which is New Zealand’s largest privately owned and operated food service distribution businesses. They directly import over 4000 products from over 20 countries and supplement this with 8000 locally produced products.

The goal was to render illustrations for their brand identity that included a man running with a full cart of different assortments of food items and to tell their story through an identity that visually showed and described their hand-picked sourcing carefully delivered to their clients by being a supplier of quality produce. This insight was the foundation of the creative direction.

Steven Noble
Petaluma, USA
Tel: 707-789-0166

Steven Noble's expertise includes, woodcut, engraving, line art, and pen and ink and scratchboard illustrations. He has mastered a wide range of detail and styles within the scratc… Show more.

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Profile updated 31st July, 2022
Member since 2nd February, 2010
Cracker Barrel National Addy Award 2010, 2006 Rosey Award
American Express, JP Morgan, Mercedes Benz, Exxon-Mobil, Sam Adams, The White House
“Steve is one of those rare creative types who can use both hemispheres of his brain to create tight, outstanding illustrations--every time. His website speaks volumes about the quality of his work, so let me speak to the quality of his ethos: Steve is sharp, friendly and very professional. He pulls out the stops and delivers above-expectation results consistently. Thanks Steve!” February 15, 2008 Steve Fischer / Fischer Design 2008
— Steve Fischer, Fischer Design