Euro Catering adopts fresh identity as business evolution unfolds

Tim and Mel Charlton crop
Euro Catering owners Tim and Mel Charlton.

Daventry-based supplier Euro Catering is now sporting a brand new ‘on-trend’ look.

The firm has taken the decision to rebrand to mark a new phase in its development, following three years of significant growth that has taken employee numbers from seven to 20.

To communicate its evolution, it has rebranded and adopted a new logo and brand colours, as part of a redefining of its proposition and operations.

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The commercial catering equipment specialist, which supplies a range of equipment manufactured by leading names in Europe and the USA, including Palux, Italforni, Giorik, Bakers Pride, BKI< APW and Anets is now trading with a new logo, designed in three shades of green: Forest, Marine and Ultramarine.

The colour psychology behind this is designed to communicate professionalism, understanding and innovation, whilst also suggesting a balanced and considered approach to catering equipment supply, whilst the component parts of the logo are said to communicate Euro Catering’s core proposition.

In this regard, the former dark blue logo, which encased the letters E and C in a circle, has been replaced by an icon that combines the two letters in a less obvious manner and which has a design secret all of its own.

Whilst the new marque still represents Euro Catering, by combining the shapes that make up its initials the ‘E’ comprises three lines that form the outline of an oven, whilst the ‘C’ is formed to resemble the top of a pizza oven.

The logo, which has been designed by Midlands-based Purpose Media, which is also working on a new website for the supplier, will soon be gracing the walls of a new 3,000ft2 showroom and demonstration kitchen, in a unit adjacent to the Daventry head office.

This will lead to a relocation of the current showroom and demonstration kitchen from Lutterworth, so that the whole Euro Catering team is located in one place and better positioned to drive the business forward and achieve challenging goals.

An innovative approach is said to be taken within the showroom, with more news on this to be revealed shortly. A third major announcement has been teased soon too.

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.”

Tags : Euro Cateringrebrandsupplierwholesaler
Clare Nicholls

The author Clare Nicholls


  1. Wishing you all success you deserve Tim & Mel

    Not being picky or fussy but I don’t understand the Logo change. Am I missing something ?

    Is it hidden in the this wording “has a design secret all of its own” The designer clearly understand it. Sorry !

  2. I have just noticed a different Logo showing on Euro Catering LinkedIn profile.
    If this is the new Logo, different to what I viewed on their website at 12.05 10th October my comment above is void.
    The Logo on LinkedIn is showing three types of green colour and actually looks refreshing to the Logo showing on the current website 12.05 10th Oct 2017. The website Logo may not have been changed as of today. Sorry !

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