For the past 10 years Chris has managed This Way Up, a multi-award-winning design agency that specialises in branding for food and drinks manufacturers with a health or wellness proposition. The agency works with pioneering companies in plant-based foods, aqua-farmed produce, gluten and sugar-free products and many clean-label champions. Their work is often combined with transformational strategy, creative and pack formats that re-invent the way consumers perceive a category. Much of their work is partnering with ethical and sustainable businesses that are purpose-led and align with the agency philosophy of ‘designing a healthier future’ and ‘changing the way the world eats’.