Refrigeration manufacturer Adande has completed its first major corporate rebranding exercise, including the launch of a new company logo and website.
The Lowestoft-based company has fine-tuned its brand identity to reinforce the unique design and energy-saving components of its refrigeration technology and better reflect its increasing global presence.
Speaking to Catering Insight, chairman Nigel Bell said that while Adande’s heritage is firmly rooted in its engineering capabilities, the company recognises the need to drive awareness of how its patented refrigerated drawer design is different from traditional commercial refrigeration appliances.
“In 2008 we sold tens of units, we are now selling thousands,” said Bell. “Our focus has been the UK but we now have such wide coverage that we’ve had the chance to check how the brand and the product is perceived. This rebranding is really about the recognition that this is a very different type of product.”
Bell said the “cornerstone” of the move was also to reinforce the notion that customers will come to refer to the style of refrigeration it produces as an ‘Adande’ rather than compare it with other mainstream forms of refrigeration equipment.
He added that as well manufacturing in the UK, the company now makes products in India and the US, and has numerous high profile customers — including the leading international QSR chains — that buy from it in several countries.
Adande has supported the relaunch by releasing new data for end-users and distributors that demonstrates how its equipment keeps food fresher for longer and maintains temperature during constant usage.
Bell said Adande’s new company logo is composed of blue ice crystals and an element of green to emphasise energy efficiency, and features the outline of a mountain to signify achievement. The company has also adopted the strapline ‘Cooler By Design’.