Bunzl: Always One Step Ahead
In the Hospitality sector where change is the only constant, Bunzl chose a bold course: always being one step ahead of the future. A brand strategy and identity that not only celebrates their expertise and knowledge, but also sets the new standard for their customers.
Bunzl is not just a supplier of non-food essentials for the hospitality industry. It is a knowledge partner that helps customers stay ahead in an ever-evolving world of hospitality. They offer a high-quality range of products for various branches of hospitality: Leisure, Hotels, Catering, and To Go.
The challenge
To effectively communicate this story, we needed to transform the Bunzl brand—from a traditional logistics supplier to a modern, forward-thinking partner. This required a new strategy and brand identity design.
The strategy
In-depth research revealed that hospitality managers face immense pressure to adapt to shifting consumer needs, regulations, and sustainability demands. This insight, combined with Bunzl’s unique role as a knowledge partner, led to the positioning ‘Always One Step Ahead’.
The brand was built on three key pillars:
- Customer focus – Adding value and quality
- Future-oriented – Anticipating challenges
- Expertise – Sharing knowledge and driving innovation
The identity
The new Bunzl identity centers on a dynamic, forward-moving block that encapsulates the “One Step Ahead” strategy and vision of progress. Bold, fast-forward geometric shapes—derived from the horizontal element of the logo—convey momentum, innovation, and agility in an ever-evolving world.
We created a new design system: The renewed logo was given a refined update with a strong dark blue for trust and a bright green for innovation. We chose to make the Z of Bunzl slanted to radiate progress. The unique 'step ahead' design motif, symbolizes the continuous movement forward. In the typography, we combine the stylish Sentient with the accessible DM Sans font – a perfect balance between authority and accessibility. The color palette was expanded with category-specific colors (To Go, Hotels, Catering, Leisure) that give each sector its own identity. The photographic style is bright, human and full of natural tones. We choose authentic hospitality moments that are in the preparation phase. This makes you feel the promise of our customers and is an ode to the hospitality they provide.
The colours
The main colour palette is a modernisation and expansion of their existing colour palette.
The navy blue was made darker for a higher contrast and the green more bright, reinforcing the trustworthiness and energy of the brand.
The secondary colour palette was created to support the 4 areas of business:
Hotel has a chic, understated 'Olive green', which represents relaxation and pampering.
Catering is a warm 'Plum purple', a stylish colour that emphasises the quality of a well-
cared for catering experience.
Leisure is 'Sky blue', which evokes outdoor activities and elements such as air,
water and nature.
To Go has a fresh, energetic 'Sunset orange'. Perfect for busy people on the go, with a
healthy and vibrant feel.
This colour palette creates a cohesive yet unique look and feel per category, making the brand versatile, recognisable and appealing.
The result
Bunzl now has a brand that stands out through its dynamic approach to building a customer-focused, innovative and expertise-led future. The new identity will been rolled out across all touchpoints—website, campaign materials, presentations, print collateral and events.
Hospitality is a promise. To make people feel welcome and create unforgettable experiences and memories for them. With their non-food products, packaging, efficient supply chain and flexible logistics, they help their customers deliver on this promise.
