Identity cooked up for Booker arm

Cash-and-carry giant Booker’s largest slice of business, its £130m own-brand catering arm Chef’s Larder, has been rebranded by Partners in Communication.

The consultancy has created a new identity for Chef’s Larder and revamped its entire range of packaging, which will start to appear on shelf in cash-and-carry depots this week.

The project is believed to be worth a five-figure design fee.

The redesign drops the name Booker from the brand, as the company is now part of the Big Food Group. ‘The old identity was tired and worn, and the name Booker dominated the pack for too long,’ says Partners in Communication director Ian Whettingsteel.

The minimalist packaging now incorporates icons on the front of packs to convey essential information to chefs. ‘The quality of the range was perceived to be of lower quality than it actually is, which is something we addressed,’ Whettingsteel adds.

Martin Dawe Brand Design is working with the group to implement the new designs, within Partners in Communication’s generic guidelines.

Chef’s Larder covers a range of over 1200 individual products and Martin Dawe is taking on half the range, generating artwork and photography, says managing director Martin Dawe.

The two consultancies won the work after a paid, creative pitch earlier this year.