Midlands Flavours was founded with a clear purpose: to unite and elevate the voices of food and drink producers across Laois, Longford, Offaly and Westmeath. More than just a brand, it serves as a platform that champions sustainability, innovation and the deep-rooted traditions of the region’s food culture.

At the heart of Midlands Flavours is a simple yet powerful idea: Flavours that tell our story. Every ingredient, every dish and every producer has a tale to tell—one of heritage, passion and dedication to the land. The brand identity brings this to life through the logo, where the word ‘our’ is emphasised, symbolising the pride and connection behind Our Land, Our Flavours, Our Producers, Our Story. This sense of shared identity and belonging became the foundation for building a brand that feels both rooted in tradition and alive with possibility.

As part of the Midlands Ireland brand, Midlands Flavours needed to feel like a natural extension of the wider Midlands Ireland family while still reflecting its own unique identity. To achieve this, we worked within the established core body typography and colour palette, while introducing Glorich Sans as a key brand font. Its clean yet playful design, with distinctive ligatures, adds personality and warmth, ensuring the brand remains both professional and approachable.

The resulting brand identity is a tribute to the producers who shape the Midlands' distinctive flavours, from flour millers and distillers to organic farmers, chocolatiers and bakers. The design system seamlessly blends tradition with contemporary appeal, ensuring Midlands Flavours stands as both a trusted guide and an inspiring advocate for regional food excellence.

To support the brand’s mission, we crafted a suite of digital and print assets, including animation design, conference signage and marketing materials, ensuring consistency across all communications. Every element was designed to tell the story of the land, the people and the passion that define the Midlands' culinary landscape.

The outcome is a brand that not only honours the rich history of the region’s producers but also paves the way for new opportunities, visibility and growth, inviting audiences to savour the flavours that truly embody the heart of Ireland.

Agency: Designedly