When Silo came to us, they were regarded as a food logistics solution, one among many, but their ambition was much greater. They believed they could transform the way the global food supply chain works. Working with founders Ashton Braun and Antonio Bustamante, we identified a critical gap in the industry: Food Intelligence. While most modern marketplaces are powered by data and intelligence, the food supply chain lacked that entirely. From there, considering the elements Silo was bringing together—a vast network of buyers and sellers, financial services, and real-time data—we saw the opportunity to launch a new category: The first Adaptive Food Platform.
Along with the category we helped them clarify the ethos behind it: The way we move food from growers to consumers is broken, and it’s time somebody did something about it. This ethos gave the entire company, from sales to product to marketing, a clear north star.
From there, we brought the new category to life, developing Sio’s brand identity system and website. We started by creating a new logotype that is defined by its bold character, mirroring the impact they wish to make in the world. We also created a standalone mark based on the letter shapes of the logo, a nod to silo fill levels. Every other part of the brand system, from the color palette to the food photography makes the striking point that Silo is nothing like it’s competitors. In this way the brand is designed to act as a strange attractor and confident leader to prospective customers.
The world will be better off for Silo.