A fresh new look as Culina Group announces new brand identity


Culina Group, the market-leading provider of shared-user FMCG logistics services, has announced the launch of a comprehensive new brand identity as part of the on-going growth and development of the business.

Culina Group’s profile has grown significantly over the last 27 years, and the Company feels that now is the right time to progress the visual brand identity following the recent purchase of Eddie Stobart.

“This is the logical next step in the evolution of Culina Group and this new identity reflects who we are today as a business. The branding symbolises our dynamic and exciting future yet retains a sense of familiarity by maintaining the iconic and recognizable cog as a nod to our rich history and deep roots. Ultimately, our new brand identity represents our on-going commitment to providing the highest standard of logistics services to our customers.” said Thomas van Mourik, Culina Group CEO.
The new identity is fresh, modern, and a definite evolution of what Culina Group has used historically. Interestingly, a strapline of ‘Delivering Sustainable Solutions’ has been implemented to further reinforce the company’s forward thinking direction.

“The new brand identity pays homage to Culina Group’s heritage with a refined design that is confident yet simple. Our approach to this brand evolution was to ensure that all of our brand identity assets, whether static or in motion, be truly distinctive and unique. Whether you are seeing the logo, the colours, the typography, the photography, or all of the elements together, they will be distinctively Culina Group. This cohesive branding will contribute towards building a further sense of purpose and pride amongst our teams across the business,” said Paul Willocks, Culina Group Marketing Manager.

Culina Group’s success over recent years has been down to the business building a genuine family feel that engenders a sense of belonging and purpose for all colleagues right across the UK. There are numerous companies that form Culina Group, all of them working together towards a common goal of being the market-leading logistics provider in the UK and Ireland. A strong brand identity combined with a culture of purposeful drive to achieve, a positive attitude to change, and doing things right first time is why people love to work with and at Culina Group.
Culina Group will begin rolling out its new brand identity immediately and is aiming to have all assets rebranded by September 2024.

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