Client: Infusent™ — Powered by Baker Perkins

Location: Grand Rapids, Michigan

What: Infusent™ is an infused food equipment manufacturer aimed towards creating exceptional products, innovations, solutions, and scalable equipment to aid the medicated industry. Infusent™ is powered by Baker Perkins, bringing 120+ years of engineering expertise, bespoke ingenuity, and selfless customer care backed by lifetime support. Makers can trust reliable, hygienic equipment to create infused edible confections safely and deliciously — and help their companies grow. Infusent™ — Infusing Innovations.

Naming Strategy: Infusent means ‘Infuser’ in French, and articulates what the company does, specifically.

Visual Strategy: The brand was rendered with the clean colors of the machine industry (navy and pewter) with a shot of yellow gold to represent the activity of ‘infusion.’ Repeating droplet shapes do a lot here: they form the letter ‘i,’ the non-image area shows a funnel, and the open area created opens a path (for processes, the customer, the future). Modular shapes representing edibles (side-by-side) also show assembly line progress. Representation of innovation of the process, people, and machines.

Deliverables: Naming, branding, messaging, voice, website, all copywriting, go-to-market strategy, marketing plan.