Chilli has relaunched with a new brand identity, logo, and website as the Leeds agency updates how it presents its work across digital and print. The business, which sits within the IMA network, said the refresh was developed in-house and does not alter its service offering or client focus.
The new identity includes a redesigned logo, a more contemporary typeface, a revised colour palette, and a new roundel device taken from the cross-section of a chilli. The agency said the changes are intended to create a more consistent and adaptable system across platforms while bringing its presentation in line with current design standards.
Based in Leeds, Chilli has worked with FMCG brands including Kopparberg, Seabrook, Froneri, and WHSmith. The rebrand does not signal a shift in the markets it serves. Instead, it gives the agency a sharper framework for presenting packaging, branding, and design work across its portfolio and marketing channels.
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.”
The agency said developing the update internally was a central part of the process, allowing the team to apply its own creative standards directly to the brand system. The result is intended to give Chilli a more distinctive and durable identity while keeping the emphasis on the client work it is known for.
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