Booker has added a new strapline, Your Success Counts, which will appear with the Booker brand.
Retail customers will see the new logo on all printed materials from the wholesaler and it will also be included in the latest update of the lorry fleet.
Booker said the move followed 18 months of in-depth customer research into customers’ needs, and would focus its business on their fundamental desire for success.
Marketing director Mark Collier said: “Booker is passionate about helping our customers be more successful. Your Success Counts is more than just a strapline - it is what we want to be famous for.
“At Booker success is central to everything we do and we want our customers to recognise that we appreciate their need to be more successful. We will continue to develop our customer proposition to meet this need,” said Collier.