Chilli, a creative design company within the Leeds-HQ’d global agency network IMA, has relaunched with a revised brand identity, including a new logo and website.
The update has been developed in-house, perhaps understandably for a creative design company, and “reflects a broader effort to modernise the agency’s visual presence.” The changes are intended to create a more consistent and adaptable identity across digital and print platforms, while aligning with current design standards.
Based, like the parent group, in Leeds, Chilli has an established track record working with FMCG brands such as Kopparberg, Seabrook, Froneri, WHSmith and, just last month, The Tofoo Co’s first packaging redesign in over a decade.
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The agency said that the rebrand does not mark a shift in the agency’s client focus or service offering, but instead “introduces a refreshed framework for how its work is presented.”
The new branding includes a redesigned logo and website, featuring a more modern typeface and a fresh colour palette, plus the introduction of a new roundel, which has been taken from a cross section of a chilli.
Developing the identity internally was key to the process, allowing the team to apply their own design approach and standards to the agency’s brand system. The result is a sharper, more ownable identity for the agency to showcase client work in a clear and impactful way.
Jess Kaye, director of Chilli, said: “Since Chilli began, we’ve worked with brands to create standout designs that deliver impact on shelf. Now, it’s time to focus on our own visual identity, and relevance. We are proud of the work we do for our clients, but as many creatives will tell you, your own brand often comes last. Today that changes and we have a new look the whole team are proud of and, importantly, a clear platform to share that work with the world.”
Parent IMA was born in 1988 in Headingly, Leeds, originally to service the big fashion directories emerging in Leeds at the time. It now has over 300 employees across eight territories: Leeds, Manchester, London, New York, Sydney, Gibraltar, Cape Town and Dubai.
