UK foodservice company Harbour & Jones has announced a complete rebrand for its growing collection of businesses to support its future growth plans.
The company, which this year celebrated 12 years in business and acquired two new companies in December 2015 resulting in a 50% growth, has unveiled new and distinctive identities for all five of its brands.
H+J is the new brand identity for the longest standing element of the business, providing service to business & industry, conference and banqueting venues and public cafés/restaurants within blue chip companies, and at some of London’s top venues and visitor attractions.
The H+J brand takes an independent, intrepid and original approach to catering for these businesses and venues, with a team of food experts, from leading restaurateurs to food blogger Jules Heckman Hughes, keeping them ahead of trends and setting styles.
The company’s bespoke parties and private events arm of the business, Harbour & Jones Events, has been reimagined as a top-end experiential catering company called Tonic, designed to create some of the most innovative and daring events in the industry.
Tonic will curate innovative menus and work alongside the best production companies to create experiential events from red-carpet celebrity parties to high-profile fundraisers and launches for fashion houses.
The two new businesses acquired by Harbour & Jones in December 2015, Fare of London, specialising in providing catering at heritage venues throughout the capital, and Principals, a leading education caterer for the south east of England, have also been given new brand identities.
Fare of London has been renamed as Fare with its new identity reflecting the exceptional service provided to many traditional London institutions including Livery Halls and society venues. Whilst Principals keeps its name, it has been rebranded to echo the extensive changes that have taken place in the education catering market since the company began 26 years ago.
The only non-catering element of the Harbour & Jones business, Upfront, which provides reception and front-of-house services, has also been given a complete brand transformation to reflect its exacting standards and phenomenal growth experienced in the last 12 months.
London-based leading brand design practice, Spy Studio was appointed by Harbour & Jones to support the rebrand and spent six months working with the company before the new identities were unveiled.
Nathan Jones, director and co-founder of Harbour & Jones comments: “We are incredibly excited about revealing the newly rebranded companies and have spent much time and thought creating strong identities that reflect each one’s core values whilst remaining very much part of the Harbour & Jones family of growing businesses.”
Patrick Harbour, the company’s fellow director and co-founder added: “2016 seemed the perfect time for a total rebrand when we are celebrating 12 successful years in the catering business and having recently added two new businesses to our growing portfolio. As a company which has never followed the crowd whilst always being prepared to innovate and push the boundaries, we are looking forward to the next chapter in our food journey.”