BrandOpus, a global strategic brand design agency, unveils Brakes’ new brand identity. Following the appointment of a new leadership team, and in line with the continuous optimisation of the organisation, and renewed emphasis on improving service and communication to customers, Brakes partnered with BrandOpus to create their new brand identity.

Today Brakes is a leading European food service supplier to the catering industry with over 10,000 committed staff based in over 80 locations. The company’s thorough understanding of caterers needs is underpinned by over 50 years experience and a passion for innovation, quality and service. The new brand created by BrandOpus is designed to highlight this dedication to quality and service, as Brakes seeks to optimise the organisation for continued growth.

The new identity serves as shorthand for the company mission, placing the Brakes people and their food expertise at the core of the customers' business. The burning fire at the heart of the Brakes identity represents the constant need to service the customers catering business. The two hands on either side represent the dedication of the Brakes people to tend to this fire. It is designed to modernise the brand, create standout, and demonstrate the Brakes point of difference in a food service environment, which has become increasingly commoditised by an array of competitors.

Dave Hughes, Marketing Director at Brakes said, “The identity that BrandOpus have created is a constant reminder to both our staff and customers that we never forget that the heart & soul of our business is the food that our customers serve.”

“The creation of the new identity gives Brakes the ability to act and behave like a brand. The output of our work with the company gives Brakes a frame through which their customers can view them as a value carrying organisation, rather than just another food service provider. It creates a relationship with the customer which is a level above buying and selling products” said Nir Wegrzyn, BrandOpus CEO.