Moscow, Russia – 15 September 2017 – Cherkizovo Group (LSE: CHE; MOEX: GCHE), the largest vertically integrated meat and feed producer in Russia, today announces the launch of a major rebranding project.
Cherkizovo Group’s new visual imagery reflects the long-term plans of the Group’s business development, key values and strategy.
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. This reflects the reality that consumers have an individual view of our different brands. The Group had previously considered a corporate rebranding. However, 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. At the same time, continuity and a respect for the proud history of Cherkizovo Group are reflected in the logo, which has been developed from the Cherkizovo consumer brand.
Such a major rebranding affects all the enterprises of the Group. All external and internal corporate attributes are being changed – from the marking of Group companies and corporate transport to electronic signatures, business cards and other communications materials.
To reposition the brand values, a new corporate website will be launched and a company movie will be commissioned.