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Nearly 6 thousand tons of food went to those in need under the Caritas Pantry program
So far, Spiżarnia has used a round logo with three trucks in its communication. Over time, the sign stopped responding to the company's current communication needs and began to deviate from graphic trends. The change in the visual identification system is also a response to the dynamic changes taking place in the Pantry. The company is developing, both territorially, in terms of product range and quality, in many areas – offer, service, deliveries, service and technologies used. The implementation of a new, simplified, clear logo also reflects this development.
– One of the capitals that every company has is its image, which often takes years to shape on the target market and in the minds of recipients. It is also influenced by visual identification, in which the logo plays the main role. This is what the company, its main areas of activity and achievements should be associated with. The new Spiżarnia brand is a response to the development of our organization and changing market conditions and industry trends, says Beata Sykuła, director of marketing and the Spiżarnia franchise network.
The new graphic sign consists of two elements – a trapezoid and a rectangle with rounded corners. Due to its simplicity, this shape may evoke various associations. Enriched with the brand context contained in the logo (Pantry), it makes the recipient associate it with a warehouse and a transport vehicle, and then with a load (pallet) and a car mirror (an additional association contained primarily in the supplementary version of the sign). These elements refer to the business process of the enterprise and constitute the essence of its functioning.
– We managed to put many contexts in a simple geometric sign. When changing the proportions of the logo, the recipient's perception may shift towards, for example, a truck (an elongated rectangle) or a packed pallet (a rectangle close to a square). This relationship makes the new logo not only modern and combines the nature of our business, but also flexible and timeless. This provides great opportunities for building visual communication, comments Beata Sykuła.
Driven by care for the environment, Spiżarnia intends to gradually introduce changes to the company's labeling. The website, social media, the Spizarnia24.com sales platform and all promotional materials will also be adapted to the new system. The new logo is already on the shirts of Motor Lublin players, who have just been promoted to the Ekstraklasa after 32 years. Spiżarnia is a strategic sponsor of the most popular club in the Lublin region.
The new promotional sign was created thanks to cooperation with the Lublin-based ROmedia agency.
Spiżarnia is a Polish company that distributes domestic food products and chemical and cosmetic products abroad. It has been exporting food to Western Europe for 19 years, mainly to Great Britain and Ireland, where it has four cross-dock warehouses and one of this type in the Netherlands, from where it also serves customers in Belgium, Germany, Austria and France. In April, the company opened a branch in Gdynia, thanks to which it delivers to Scandinavia and such distant markets as the USA, Canada and China. Pantry cooperates with over 1,100 stores. It offers over 13,000. articles. There is a main warehouse in the Distribution Center in Lublin, with a capacity of nearly 25,000. m². The company also created a franchise network under the name &market. It currently employs over 500 people.
