Sooner or later the time comes when a change to a brand becomes a necessity or is simply desirable to support the aims and aspirations of a business. So last Autumn we made the decision to commence a refresh of the Penmann brand and it seemed timely to redesign our company website too.
The Penmann brand and website are vital cornerstones of our marketing and we have duly invested the necessary time and care into the project to ensure a successful outcome for all our stakeholders.
We are great believers in evolution rather than revolution, having been around in the food industry for 43 years. Our team agreed that a brand refresh, to achieve a more modern image, was preferable to a radical redesign. We wanted to freshen up our look and our style so that we would sit consistently with the major brands we serve.
Our principal company colour is green and a new brighter tone demonstrates our ongoing commitment to the environment and the provision of energy efficient, eco-friendly designs. Our logo uses a more contemporary font to aid memorability.
The biggest debate came around the introduction of a company positioning statement. We previously referred to our main service areas as an underscore to our logo but agreed it was preferable to introduce a broader description of the business. The result is ‘Innovative Climatic Solutions for the Food Industry’, because this is exactly what Penmann provides.
We knew that the usability of our website could be much improved and a new site could communicate our brand values in a better and more positive way, as well as improving the customer journey. The new platform gives us the opportunity to showcase our key product and service areas and these are represented by visually striking imagery coupled with clear navigation.
You will notice us rolling out our new brand as we continue to communicate with you over time. Your comments are welcome!