LITTLE GUY
// Rebranding project
Skills
Branding strategy, Identity design, Concept development
Context
Group case project, BA Creative Branding
Year
2025
About the project
This project reimagined a B2B supplier brand in an industry dominated by large players. Many small restaurants face unclear pricing, unreliable service, and a lack of trust — challenges that informed the strategic direction of the rebrand.
The solution focused on creating a more human, transparent, and accessible supplier experience. Built on the values of humanity, transparency, and simplicity, the new identity included a refreshed name, tone of voice, visual identity, and a bold tagline: “Yes, Chef!”
The result is a brand that supports and empowers small food businesses with clarity, fairness, and a more relatable approach: Little Guy makes it easy being small.
