Rebranding a family business
William Yules and Son have been in business since 1865 and needed a rebrand that could reflect their great history while feeling updated and timeless. The company supplies restaurants, care homes and schools with raw ingredients but are often mistaken for a catering company. Changing this perception and updating the brand were the two main goals.
A new brand that embraces history.
We created a new logo, shortening the company name and created a full brand guide. We used a richer colour palette to show the attention to quality rather than simply competing on price. Stationary, yearly catalogues and delivery trucks help expand the brand and are a great way to increase brand exposure.
With a consistent message and designs across trucks, print and the new website, Yules has now increased their brand awareness.
The new focus on high quality photography and highlighting the food has helped Yules expand in to new markets.
In an industry dominated by sameness and cost cutting, the focus on quality and excellent service is now reflected in the brand.