A company re-branded and leveled-up

TAKING A BRAND FROM “PIZZA GUY” TO LEAD LUMINARY OF THE FOOD BUSINESS

Bye bye, logistics. Hello food company

The Britt Hunt Company is the largest distributor of Hunt Brothers Pizza. Most people thought of these two separately-owned family businesses as one thing: the pizza guys. But TBHC had a vision that soared beyond logistics. Their sights were set on becoming a bonafide food company with a whole family of sub-brands. And they’d need a re-brand to reset their brand’s perception and position themselves for success.

Defining the (big) heart of the brand

All good re-brands start at the core of the company—the reasons they get out of bed every day. Our process revealed two for TBHC: to provide quality food in unexpected places for shoppers and to be a blessing in the lives of their C-store customers. TBHC’s disruptive servitude was a stand-out in their class—and a lightbulb moment for our next step.

The bright side of brand identity

It was time to put a name to this delightfully daring brand. We leaned into the company’s natural and determined propensity for being a guiding light. After pages of options and possible pairings, we landed on Lumina Foods. The name is a testimony to the brand’s ability to illuminate paths and act as a lightsource for their customers. The logo followed, taking a cue from this radiant theme.

Next Case Study:

Hungry for Market Share

COOKING UP A FOOD BRAND FROM SCRATCH

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