Service-bund GmbH. was a federation of 31 independent food service wholesalers founded in 1973 with 2500 employees, but in 2007 the company was static at 5th position in the German food
With a great product and distribution network, the brand itself was identified as the barrier to growth. We were appointed to redefine and rebrand every aspect of the business including clarifying the Service-bund brand essence and establish a clear and coherent architecture across a portfolio of over
We distilled the company essence to a single phrase, The Spirit of Hospitality. This is visually symbolised by an eagle in flight, taking inspiration from Greek mythology: an eagle was one of the icons of Zeus, the patron of hospitality.
The S-curved shape of the wings forms a device that unites the corporate and consumer facing brand touchpoints. The Eagle is used across a range of over 1000 products, with colour and category cues allowing differentiation between ranges whilst maintaining a branded consistency.
With a recognisable identity, Service-bund’s nationwide network and capabilities are now truly visible for the first time. The identity now symbolises and unites the different aspects of the organisation, and the company is benefitting from the alignment and sense of employee and stakeholder pride that the new brand identity brings to the company.
“The greatest achievement of the corporate redesign is that is has further unified Service-bund as a group of companies. With the new design, not only is our appearance in the market more impactful resulting in higher sales, but we also have a much stronger feeling of unity as an organisation”