Caterforce has unveiled a refreshed logo design as it looks to introduce an identity that “better represents Caterforce today and its ambitions for the future”.
The new logo will be introduced across the foodservice buying group’s communications and platforms over the coming weeks.
It comes as Caterforce celebrates its 35th anniversary this year and felt its corporate branding was “ready for an update”.
Caterforce marketing director Lucy Boland described the new logo as “simple but meaningful”.
“The two interlocking Cs reflect Caterforce and collaboration, while the chain they create captures the connectivity and resilience at the heart of our membership. We wanted an identity that feels modern, distinctive and true to the values that bring our members together.”
Caterforce MD Gary Mullineux added: “Caterforce has a strong history and a clear role in supporting independent wholesalers. Our refreshed identity better represents the ambitious businesses that make up our group today, as well as the collective strength we create by working together. It is an exciting step forward for Caterforce and our members.”
It comes as the business has continued to expand its product range in recent months. In March, Caterforce added a range of new beans and pulses to its Chefs’ Selection, alongside new herbs and spices including smoked paprika, dried basil, cinnamon sticks, thyme, garam masala, bay leaves, mixed spice, fajita mix and Italian seasoning.
No comments yet