Cearns & Brown given first own-brand look

Wholesale food distributor Cearns & Brown has introduced own-branding and a new identity, hoping to strengthen the profile of the 160m business and become a national player. Branding and design work are by Wolff Olins, which won the work without a pitch.

The family-owned business was founded 123 years ago in Runcorn, Cheshire, and services contract caterers business, nursing homes, hospitals and schools.

“The problem for the company is that despite its size and rapid growth its name is unknown,” says a Wolff Olins spokeswoman.

Its 400-strong product range was being sold under another name and branding: the Country Range brand of Countrywide.

Wolff Olins has created a brand image based on honesty and straight talking. Photography of single items of fruit, vegetables and other products appear in the white and green colour scheme.

The branding is now being rolled out on to packaging for 500 plus products, vehicle livery and stationery.