ST. MARYS, Ga. — The National Protein and Food Distributors Association (formerly the National Poultry and Food Distributors Association) membership approved a name change earlier this year, leading to a full rebrand. The change reflects NPFDA member’s interests and the organization’s new direction within the industry.
“Our new logo invokes connection,” said Cece Corbin, NPFDA president. “It is fresh and refined. Our members recognize that through their membership with NPFDA and the various events. They create valuable connections for lasting relationships that in turn help them grow thriving businesses.”
NPFDA partnered with allied member, Lumen Creative, a full-service marketing agency in Boise, Idaho, for its rebrand. Lumen went through a five-step process to create the brand perception and identify words to help define the NPFDA organization.
The journey helped Lumen’s team craft branding options, including imagery, texture, typography, color and mood. The new logo represents the association’s continued commitment to building long-term business relationships to the protein and food industries throughout this ever-changing environment.
Lumen provided several options which were shared with leadership and finally with the whole membership. Then, the membership voted on the winning logo.
“We were ecstatic at the opportunity to assist with NPFDA’s rebranding needs,” said Bradley Backstrom, director of marketing at Lumen Creative. “With the name change, NPFDA had a unique opportunity to represent their true mission of the organization: connectivity. The use of the organic icon to represent industry connectivity combined with a strong font make for a well-rounded brand image that clearly helps define the NPFDA mission.”
