Shikatani Lacroix Serves Up a New Brand Identity for CRFA

Celebrating its 70th anniversary in 2014, the Canadian Restaurant and Foodservices Association (CRFA) is embarking on a new era. The 30,000-member organization has changed its name and brand identity to support its strategic plan.

Shikatani Lacroix worked with the association to develop a new name, logo and tagline, Restaurants Canada: The voice of foodservice, and roll it out across all external touch points from business cards and e-newsletter templates to magazine inserts and a new website, which will be launched soon.

The new name, Restaurants Canada, builds on its past brand equity while signalling a new era for the association.

“Shikatani Lacroix worked with Restaurants Canada to define a coherence brand strategy that would enable the organization to achieve consistency and efficiency in order to build stronger brand affinity,” said Jean-Pierre Lacroix, President of Shikatani Lacroix. “This will ensure the brand remains relevant, meaningful, and differentiated.”

Restaurants Canada President and CEO Garth Whyte said the name change reflects the association’s strategic vision of answering to the success of its members, and helping them to grow and prosper.

“Our new name and new look are part of a larger strategic plan that puts the focus on members first, through leadership, voice and knowledge,” Whyte said, in a released statement by the association.

According to Jill Holroyd, Senior Vice President of Communications and Research for Restaurants Canada, its new name and logo have received very positive feedback from its members.