Russia’s Cherkizovo Group Announces Major Rebranding
Russia’s Cherkizovo Group, which is one of the largest vertically-integrated meat and feed producers in the country, has unveiled a major rebranding project, which it says will reflect ‘the long-term plans of the group’s business development, key values and strategy’.
As well as unveiling a new logo, the rebranding incorporates all internal and external corporate attributes, including branding, transport, electronic signatures, business cards and other communications materials.
‘Over the course of several studies and focus groups, it became clear that our target groups are better acquainted with the Group's consumer brands, such as Petelinka, Cherkizovsky Meat Processing Plant, Chicken Kingdom and others, than with the Cherkizovo Group brand,’ the company said in a statement.
‘This year, it became clear that the previous logo and brand no longer suited the image of a modern, high-tech company leading in its home market and developing export markets.’
The group added that in rolling out the new branding, it maintained ‘continuity and a respect for the proud history of Cherkizovo Group’.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.