BRF positions corporate brand
Determined to consolidate itself as a global food company, BRF starts 2013 with a new focus on corporate branding. With the completion of the merger between Perdigão and Sadia in December 2012, BRF is now recognized as the leading brand in its segment.
In line with the company's new status, the visual standard has been redesigned to transmit to partners, customers and other stakeholders the characteristics of its new essence and core values: it has energy, is a leader, it cultivates ties, and it talks to the world.
The company's official name has also been changed and it is now known just as BRF, more in line with the company's strategy to become global.
To arrive at the brand's new characteristics took two years of in-depth research with stakeholders and consulting the agencies Interbrand and A10.
According to vice president of corporate affairs at BRF, Wilson Mello, "an alignment of the internal culture and engagement was worked on, thinking about the new business strategy for BRF to be a global brand and be among the largest food companies in the world."
The company's 63 units spread around Brazil and other countries will gradually replace their visual identity. New messages and logo will also be presented to the market and consumers through institutional campaigns on the radio, in newspapers and magazines, in addition to insertions in packaging for products from Perdigão, Sadia, Batavo, Elegê and Qualy, which are managed by BRF.
Information provided by BRF