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 includes 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.
