Euro Catering transforms identity as major business evolution unfolds

Tim Charlton and Mel Charlton, owners

A commercial catering equipment supplier is looking to ramp up its business by sporting a redesigned and on-trend look.

Daventry-based Euro Catering is taking on a rebrand to mark a new phase in the company’s development, following three years of significant growth that has taken employee numbers from seven to 20.

The company, which supplies a wide range of equipment manufactured by leading names in Europe and the USA, including Palux, Italforni, Giorik, Bakers Pride, BKI, APW and Anets, has rebranded and adopted a new logo and brand colours.

The brand has selected three shades of green was based on colour psychological evidence. It was found that the colouring communicates professionalism, understanding and innovation, whilst also suggesting a balanced and considered approach to catering equipment supply.

The former dark blue logo, which boldly encased the letters E and C in a circle, has been replaced by an icon that subtly combines the two letters in a less obvious manner and which has a design secret all of its own.

Owner, Tim Charlton, said: “We have traded with our former logo for the last decade, but have undergone enormous changes since taking over Standex’s American brands in early 2015. We have some huge developments on the horizon and felt it was time for us to re-brand now, so that we can support these with a new identity, which will allow us to better communicate what Euro Catering stands for going forward, rather than what we represented in the past.”

The logo, which has been designed by Midlands-based Purpose Media, which is also working on a new website for Euro Catering, will soon feature on the walls of a new 3,000 sqft showroom and demonstration kitchen, in a unit adjacent to Euro Catering’s Daventry head office.
the current showroom and demonstration kitchen in Lutterworth is set to be relocated.

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