Ingredients business Olam has unveiled the new corporate brand identity of Ofi.
Accompanied by a dedicated website and the slogan ‘Make it real’, the new identity has been designed to ‘tap into themes and colours which reflect Ofi’s ability to drive innovation in all areas of its business to deliver more growth and impact for customers’, the launch statement said.
“The new Ofi brand carries the strong origination and supply chain heritage of Olam but equally signals our exciting aspirations for the future,” said Anantharaman Shekhar, CEO of Ofi.
“It conveys the distinct and accelerated changes being made in the business to continuously improve customer value proposition,” he added.
Ashok Krishen, managing director and CEO for Ofi’s nuts business, believes the new identity will “resonate strongly with snacking and bakery brands”.
“With our extensive portfolio of nuts sourced by our teams at the heart of growing regions, or from our own orchards, coupled with our processing know-how, our new brand identity reflects how we can collaborate with our customers to help them meet ever-changing consumer needs,” Krishen said.
Along with the brand makeover, the company announced plans to open a new European innovation centre in 2022.