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Case study

Rebranding the UK’s leading public-facing nutrition charity

Organisation type

Charity/third sector

Membership organisation

Sector

Food and nutrition

Health and social care

Service

Brand

Design

Strategy

The brief

The British Nutrition Foundation (BNF) wanted to strengthen its position as the UK’s most trusted source of evidence-based nutrition advice.
With the public — and even professionals in the food industry — regularly exposed to mixed messages, the Foundation needed a refreshed brand to communicate clarity, authority and warmth.

Barley was commissioned to deliver a full rebrand for a charity, creating a modern, approachable identity that appealed to a wider audience while maintaining credibility among scientists, educators and policymakers.

Insights and approach

Our work began with a deep immersion into BNF’s landscape. We analysed competitors, interviewed key stakeholders and led an interactive brand workshop to capture insights from across the organisation.

Building on BNF’s existing vision, mission and values, we developed brand foundations, key messages, tone of voice and a compelling brand story. These strategic elements guided our design team to create three visual concepts rooted in meaning and purpose.

We ensured the new visual identity was flexible enough to resonate across very different audiences — from schools and families to industry and academia. Qualitative and quantitative testing helped refine the direction, ensuring the brand captured both authority and accessibility.

To complete the rebrand, Barley managed the design and production of all materials — from stationery and templates to social media assets — and created comprehensive brand and messaging guidelines to maintain consistency and confidence across all communications.

Results

The result is a transformed brand that reflects BNF’s mission and values and has the strength to last.
The refreshed logo and supporting elements now engage broader audiences and feel distinctly more consumer-friendly, without compromising scientific credibility.

BNF’s new proposition — connecting people, food and science for better nutrition and healthier lives — captures the heart of its work with renewed clarity and purpose.

This brand strategy has given the Foundation a strong platform for growth. Barley continues to support BNF with ongoing communications planning and social media strategy to ensure its voice remains the leading source for evidence-based nutrition education.

“

From the initial pitch to providing the final brand, we found Barley Communications professional and approachable, as well as having a clear understanding of our needs. They guided us through the journey, which was set out from the very start, providing insight into ‘who we are’ and ‘why and what we do’ being realised through new brand messaging and visual identity. We are delighted with the result – which is credible, approachable and purposeful – allowing us to further our vision and social purpose.

Roy Ballam

Managing Director and Head of Education, British Nutrition Foundation

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