Anuga is updating its brand identity with a new global campaign designed to reinforce the trade show’s role as a meeting point for the international food and beverage industry.
The campaign, centered on the theme “United by Taste,” puts people, products, markets and ideas at the heart of Anuga’s communications as the organizer seeks to strengthen the event’s position in a food industry undergoing rapid technological and consumer-driven change.
The new identity comes as the global food and beverage sector contends with developments including new production technologies, rising sustainability requirements, alternative proteins, shifting consumer preferences and shorter innovation cycles. Anuga said those changes are reshaping products, business models and international supply chains, increasing the importance of venues where companies can exchange ideas and identify new business opportunities.
The new campaign is intended to create a consistent visual identity across markets, audiences and communication channels. Anuga said the approach will also differentiate the trade show in an increasingly competitive international events market.
“United by Taste” Connects the Global Food Industry
“United by Taste” will form the basis of a multipart campaign leading up to Anuga 2027. The word “Taste” is intended to represent more than food and enjoyment, encompassing product quality, innovation, cultural diversity and the differing demands of international markets.
Anuga is using the concept to bring together its roles as an international marketplace, trend platform, industry network and source of knowledge and expertise. The campaign also supports the trade show’s ambition to help shape the future of the food industry and position itself as a source of industry knowledge.
The initiative builds on the community concept represented by #weareAnuga, emphasizing the people and businesses that make up the international food and beverage sector.
A Common Visual Language Across Anuga’s Trade Shows
A new main visual brings together two elements central to the Anuga proposition: the people driving the international food business and the products that reflect emerging trends, changing product ranges and new commercial opportunities.
The design places prominently presented food alongside people, with a circular element linking the two perspectives. The shape also evokes a plate, while red accents connect the visual system to Anuga’s established brand identity.
The design will be adapted across Anuga’s 10 trade shows through a modular system. Each exhibition will bring two different culinary worlds together on a single plate, highlighting the characteristics and diversity of its respective market segment.
The plate serves as the recurring visual element, representing the breadth of the global food offering as well as Anuga’s role as a marketplace where products, people and business ideas converge.
“Anuga connects the global food and beverage industry across markets, categories and cultures. ‘United by Taste’ will allow us to express this strength even more clearly in future. In this way, we are creating a strong, communicative framework that we will constantly further develop on the road to Anuga 2027,” explained Jan Philipp Hartmann, Director of Anuga.
The next Anuga is scheduled to take place in Cologne from Oct. 9 to 13, 2027.
Find out more at: https://www.anuga.com