In celebration of its 70th anniversary in 2014, the Canadian Restaurant and Foodservices Association has changed its brand identity to support its strategic plan. According to a news release, the 30,000-member organization selected Shikatani Lacroix for the rebranding efforts, which includes a new name, logo and tagline: "Restaurants Canada: The voice of foodservice."
"Our new name and new look are part of a larger strategic plan that puts the focus on members first, through leadership, voice and knowledge," said Restaurants Canada president and CEO Garth Whyte in the release.
The rebranding will be rolled out across all external touch points from business cards and e-newsletter templates to magazine inserts and a new website, which will be launched soon.
"Shikatani Lacroix worked with Restaurants Canada to define a coherent brand strategy that would enable the organization to achieve consistency and efficiency in order to build stronger brand affinity," said Jean-Pierre Lacroix, president of Shikatani Lacroix. "This will ensure the brand remains relevant, meaningful, and differentiated."