Puratos refreshes visual identity to reflect ambition to enhance positive global impact   

BELGIUM – Puratos Group, a Belgium based ingredient company that supplies bakers, patissiers and chocolatiers, has debuted a new brand identity featuring a new logo, colors and tagline, “Food innovation for good.” 

Puratos said the new tagline encapsulates its ambition to continue and further increase its positive global impact while the logo represents its “passion, commitment and determination.” 

The new logo, which is now red, still includes Puratos’ familiar unicorn, but the unicorn now faces forward.  

 The logo previously featured a gold unicorn with the company’s name in maroon above the tagline “Reliable partners in innovation.” 

“Our new identity underlines our unwavering commitment to our customers, employees, partners and consumers, and to further accelerating the growth of our business and our customers’,” said Sophie Blum, chief marketing officer.  

“As the implementation of our new identity begins, our worldwide community of modern marketers will leverage data, digital and artificial intelligence tools and techniques to engage and support our customers.” 

Ms. Blum said Puratos’ efforts to create positive global change are far-reaching with sustainable entrepreneurship being high on the company’s agenda for many years. 

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Some of its positive impact initiatives include its Bakery Schools and the Cacao-Trace program.  

“Our Bakery Schools provide youngsters with quality education and create the skills needed within the industry, while our Cacao-Trace program is helping cocoa farmers worldwide increase their income, thanks to the production of superior-tasting chocolate through the mastering of the fermentation process,” she said. 

“These are just two examples of how we are fulfilling our deep-rooted ambitions to implement and adhere to a sustainable, respectful, and balanced operating model and we will continue working toward this in 2022 and beyond.” 

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Puratos late last month announced plans to open a new baking school in Pennsauken, NJ, its first location in the United States. 

Barilla rolls out new logo, pasta brand 

Meanwhile, the world’s largest pasta producer Barilla Group is marking its 145th anniversary with the debut of a new visual identity. 

The visual identity includes a new logo and sustainable packaging, as well as a new product launch.  

The new logo features a deeper red tone and includes the year of the company’s founding, 1877.  

“This new visual identity and sustainable commitment brings the Barilla brand one step closer to the vision we have for the future: pasta as a sign of love not only for the people but also for the planet that can be achieved through small everyday changes,” said Gianluca Di Tondo, global chief marketing officer at Barilla. 

The company is also rolling out Al Bronzo, a new range of pasta that Barilla says draws from the tradition of the bronze die method, “for an even more intense roughness and taste.” T 

The new pasta will be packaged in bright red boxes, which will distinguish the brand from Barilla’s traditional pasta in dark blue boxes.  

As part of its sustainability agenda, Barilla also said it is eliminating the plastic window on its pasta products. 

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