Led by RSSL in collaboration with Imperial College London and The Supplant Company, and supported by funding from Innovate UK, NFX UK‘s intention is to connect novel foods innovators with leading regulatory and scientific expertise. The network is designed to support a more efficient and informed regulatory approval process, promoting best practices and fostering cross-sector collaboration.
The Novel Foods industry
The Novel Foods industry is rapidly evolving, driven by the demand for innovative solutions to global challenges such as sustainability, nutrition, and food security.
NFX UK is the UK’s first “Novel Foods Expert Network for Regulatory Challenges,” dedicated to accelerating the commercialisation of new food technologies and products.
It represents a pioneering collaboration cluster, connecting Novel Food innovators with regulatory and scientific experts to support best practices and streamline the regulatory approval process for innovative food ingredients.
The ambition of NFX UK, and the project
The goal of the brand and online platform is to empower food innovators, helping to position the UK as a global leader in Novel Foods research, development, and delivery. The broader ambition is to create a dynamic, collaborative community that offers the resources and expertise needed to bring innovative products to market efficiently and responsibly.
Creating the NFX UK brand
The brand mark and its meaning
The NFX UK logo is a symbol of connection, knowledge-sharing, collaboration, and growth within the Novel Foods network. Inspired by the hexagon – nature’s strongest structure – it represents a foundation built on strength, unity, and resilience.
The seven circles within the logo symbolise the diverse individuals and organisations that make up the network. Varying line thicknesses represent different levels of expertise – the thicker the line, the deeper the knowledge. Together, these elements reflect a dynamic, evolving community that drives innovation and progress in Novel Foods.
The brand colour palette
The brand concept centres around collaboration, fluidity, and the exchange of ideas. We developed a dual colour palette to reflect this. A dark, rich palette conveys authority and credibility, while a brighter complementary palette communicates the energy and innovation of the industry.
A fluid, interactive visual identity
To reinforce the ideas of collaboration and connectivity, we designed a suite of static and animated, interconnecting shapes and graphics. These visual elements softened the overall design, making it feel more approachable and community-oriented, an important consideration for the brand’s tone and audience.
Imagery with purpose
Icons, motion graphics, and imagery were developed using the circular motif from the logo, symbolising individuals with different levels of expertise. We created a circular photographic device and visual template that the client is also able to use for in-house presentations and materials. This delivers a unique, recognisable image style that reflects the organisation’s innovative character. This focal effect was generated by overlaying all seven circles from the logo.
Delivering the brand guidelines
With the full set of brand assets created, we produced a set of basic brand guidelines. This enabled us to begin work on the primary deliverable – the website – alongside supporting materials such as social media assets to help drive awareness and engagement.
The Novel Foods Network website
Working closely with the NFX UK project team, Supplant and leading scientists, our web team devised a two phase strategy for the website. Phase 1, just launched, gives an insight to NFX UK, the community values behind the venture and a preview to the knowledge hub. This is designed to be a preview, encouraging newsletter sign ups and to generate increasing interest and engagement.
Phase 2 due to launch in the coming months will showcase the fully-fledged knowledge hub, tapping into the shared knowledge of the scientific novel foods community with shared resources, exclusive events and an interactive forum.
“A huge thank you to the team at To The Point! You’re a great agency to partner with. I always know I can count on you to not only deliver but also push the boundaries and create something truly unique. Your expertise and dedication have been invaluable in bringing our vision for NFX UK to life. We look forward to continuing the journey with phase 2 launching in the coming weeks!” Rachel Horton, Marketing Manager, RSSL