A Guiseley firm has redesigned the concept of train food and is on track to provide an innovative new taste for passengers.

Elmwood Design Ltd, Elmwood House, Ghyll Royd, is responsible for launching GNER's new brand of rail food called Go Eat.

The brand and design consultancy has created the brand identity and guidelines for the national train operator's new food retailing service.

It is themed around GNER's use of 'Best of British' food and ingredients. The aim was to dispel the myth of poor train food and create something that consumers would associate with top-quality food, matching that of high street retailers.

Jayne Barrett, from Elmwood, said: "Basically, it's inviting people to go and eat on GNER, and to try the delicious range of food - made from the finest ingredients Britain has to offer.

"It was created to communicate the reality of GNER's catering offer and to create more of a distance between the negative connotations historically associated with train food.

"More and more, consumers wish to know where their food comes from, and that it's fresh and wholesome.

"Our theme of provenance should help to reassure consumers about the quality of Go Eat, whilst the range of new and exciting dishes will encourage them to eat on-board."

Food packaging, restaurant menus and point of sale have been redesigned by Elmwood to reflect the service, featuring simple designs, such as a fork, a wine glass or a series of railway lines.

The Go Eat Buffet range will include basic, premium, vegetarian and healthy products.

Jen Hurley, product manager with GNER said: "We wanted the design to allude to the fact that GO EAT is a GNER initiative, but not be too overt to be wholly associated to the railway industry."