A rebrand is never just about a logo; it’s a statement of business intent, values and philosophy expressed in all sorts of ways. In our case, we wanted to evolve our brand to better reflect the values we stand for, while also providing a vision and foundation for the future.
Past, present and future.
2025 marks our 25th year as a business. Each and every one of those days has been a step forward, an opportunity to hone our craft ahead of the next. A little more understanding, a little more innovation, a little more expertise. But with this milestone achieved, we had a chance to reflect on our business growth, and our brand too.
It got us thinking. Does our brand reflect who we are? And most importantly, can it carry our ambitions for the future? When taking a closer look, we found the things that make us different in the market – especially our ability to actively work and innovate in collaboration with our customers – weren’t being brought through in the brand. It wasn’t that our brand was failing us; more that we wanted to make a bolder move to stand out for what we think we do best.
Underpinning all of that was the knowledge that our growth plans, and our burgeoning presence in European markets, made our competitive differentiation more important than ever. So, with all of that in mind,2025 became more than just an anniversary. It became the year we rebranded.
Once we'd decided to do it, our next step was considering what we wanted to achieve. What did we want to say to our customers - both existing and prospective - and how did we want to say it?
We knew we didn’t want a rip-it-up-and-start-again approach. We wanted to maintain a connection to our heritage, and to stay recognisably ourselves. But at the same time, we wanted the brand to be more engaging, more modern. Most of all, we wanted a brand that communicates the ethos behind our approach and what our customers can expect from us.
We distilled what makes us different into a clear set of promises which capture the value we bring to our customers every day.
Plus Points.
Building on that foundation, we translated our DNA into a visual identity that embodies those promises and makes us instantly recognisable. At the heart of it all are two core elements: the ‘+’ and the ‘US’.
The former is a reference to our expertise in recipe formulation; the latter a nod to the (brilliant, and yet entirely coincidental!) way that our initials make direct reference to that central idea of partnership and collaboration with our customers. Together, they formed the essence of the new brand, encapsulated in a simple sentence and an example of both visual approach and brand tone in one: That’s just U+S.
From here, the brand grew and developed apace. The result is an identity that gives us consistency, but also the standout to engage with new customers across Europe. For our customers, it brings clarity, consistency, and confidence in who we are and what we deliver. This is more than a new look, its our commitment to clean label expertise, ingenuity and true partnership.
