In 2022, private equity firm Riverside Company merged two of its food industry portfolio companies—ESHA Research and FoodLogiQ—to capitalize on growing demand for food safety and traceability solutions. The newly combined company needed a name and brand that would reflect its expanded capabilities, inspire confidence, and establish clear leadership in the space.

My Role

Project lead across brand strategy, naming, and messaging

• Led discovery and strategic development, including 25+ stakeholder and client interviews across both legacy companies

• Helped define the brand positioning “Always Ahead”, anchoring Trustwell as a leader in food industry innovation and transparency

• Led naming strategy and development, culminating in the selected name Trustwell—a reflection of confidence, protection, and progress

• Supported visual identity direction and guided development of messaging and narrative to introduce the new brand

Impact

• Unified two legacy companies under a single, credible brand that signals strength, agility, and long-term leadership

• Delivered a brand identity system—name, positioning, and design—that supports growth, investor alignment, and customer trust

• Positioned Trustwell as a category leader in food safety, risk mitigation, and SaaS-based traceability solutions