Brand architecture – Background 

Established in 1920, STEF has successfully positioned itself as the foremost European leader in the chilled supply chain market. With a rich history spanning over a century, the company has consistently demonstrated its expertise in delivering chilled, frozen, and temperature-controlled food products from production centers to consumer regions on a daily basis. This commitment to maintaining optimal product quality and freshness has been the cornerstone of STEF’s brand strategy. To support its operations and provide a seamless experience to its customers, STEF has developed a robust brand architecture. Operating under the unified brand of STEF, the company has created a comprehensive network that integrates and manages the entire value chain of transport and food logistics across Europe. This enables STEF to cater to a diverse range of products and packaging requirements, ensuring the safe and efficient delivery of goods to their intended destinations.

By strategically positioning itself as a trusted partner in the chilled supply chain market, STEF has earned the confidence and loyalty of its customers. Its brand positioning emphasizes reliability, efficiency, and adherence to the highest quality standards. This, coupled with its extensive network, advanced logistics capabilities, and commitment to innovation, has propelled STEF to the forefront of the industry.

As STEF looks towards the future, it continues to refine its brand strategy and expand its service offerings. By staying at the forefront of technological advancements and market trends, STEF aims to further strengthen its brand position and maintain its leadership in the European chilled supply chain market.

Solution 

Labbrand was consulted to create the verbal and visual identities of these 4 offers with the following objectives, emphasizing brand architecture:

•Make visible, readable the new offers 

•Facilitate differentiation and navigation 

•Ensure consistency globally with STEF and its ambition 

•Identify first guidelines for future developments 

By analyzing STEF’s brand development requirements, Labbrand team worked with STEF team to create a 4-step brand architecture strategy, brand identity specification to ensure clarity of the brand development in the long term.

1. Understanding  

Understand and Define Transportation Offers in Competitive Universe, brand context, current existing offers and company background. 

2. Verbal Identity Creation 

Define verbal strategy and names articulation scenarii. 

Create names 

3. Visual Identity Creation  

Develop VI system taking into acccount digital and physical constraints and STEF identity 

4. Prepare the Future 

Define key learning from these first offers to guide next developments.