Foodservice business Harbour & Jones has undergone a complete rebrand for all five of its brands, following 50% growth in its business.
Harbour & Jones, which this year celebrated 12 years in business, acquired two new companies in December 2015, leading to a considerable increase in the company's size.
H+J is the new brand identity for the longest-standing element of the business, providing service to business & industry, conference and banqueting venues and public cafés/restaurants within blue chip companies, and at some of London's top venues and visitor attractions.
Its parties and private events arm, Harbour & Jones Events, has been reimagined as a top-end experiential catering company called Tonic, which Harbour & Jones said would aim to create the "most innovative and daring events in the industry".
The two new businesses acquired by Harbour & Jones in December 2015, Fare of London, specialising in providing catering at heritage venues throughout the capital, and Principals, an education caterer for south-east England, have also been given new brand identities. Fare of London has been renamed Fare. Principals keeps its name but has been rebranded to echo the extensive changes that have taken place in the education catering market since the company began 26 years ago.
The only non-catering element of the Harbour & Jones business, Upfront, which provides reception and front-of-house services, has also been given a complete brand transformation.
Brand design practice Spy Studio was appointed by Harbour & Jones to support the rebrand and spent six months working with the company before the new identities were unveiled.
Nathan Jones, director and co-founder of Harbour & Jones, said: "We are incredibly excited about revealing the newly rebranded companies and have spent much time and thought creating strong identities that reflect each one's core values whilst remaining very much part of the Harbour & Jones family of growing businesses."
Patrick Harbour, the company's fellow director and co-founder, added: "2016 seemed the perfect time for a total rebrand when we are celebrating 12 successful years in the catering business and having recently added two new businesses to our growing portfolio. We are delighted with the results and can't wait to showcase the exciting new identities for all five brands. As a company which has never followed the crowd whilst always being prepared to innovate and push the boundaries, we are looking forward to the next chapter in our food journey."