Chicago-based produce distribution and supply company Ruby Robinson has announced an official rebrand, effective Sept. 20, becoming The Ruby Company. Originally founded in 1966 specializing in the sales and distribution of potatoes and onions, Ruby Robinson has since evolved to a full-line supplier of nearly all fresh commodities servicing customers coast-to-coast.
Along with the new name comes a new brand identity for The Ruby Company. It is a direct reflection of the company's evolution into an all-encompassing and full-service business as well as the next generation of leaders and personnel who steer the ship day in, day out.
"We took this opportunity to rethink not only our name but our entire brand," said David Cohen, president and chief executive officer. "We are proud to be ahead of the curve in a rapidly evolving industry. Our new brand identity as The Ruby Company will now exemplify just how far the business has come."
The comprehensive rebrand elevates the focus on the customer and the value The Ruby Company provides every day with every order. "We are very excited to launch the new brand externally," Cohen added. "Our goal is to not only modernize the business but mainly celebrate the newfound culture and personality driven mainly by rapid growth, new leadership and our incredible employees -- the driving force of the organization. The core business, service and values that we all embody will remain the same. Our unwavering dedication to our customers and grower-shipper network will not only maintain course but rather further develop and strengthen as the business continues to evolve."
"The rebrand hopes to help facilitate continued growth and diversification," said Jeff Weisman, senior vice president, who added that The Ruby Company plans to capitalize on strategic growth by uniquely positioning itself in the marketplace. "Steadfast reliability and genuine partnership help us disrupt an industry crowded with smoke-and-mirrors tactics. We believe in an ethical and transparent business model, in which we have skin in the game, investing not only in our team and capabilities but in the relationships, we build with our customers and growers. For us this isn't just a job, it's a mission. We do ÔWhatever It Takes' to deliver on our promise, no matter what."
More than just a brand promise, "Whatever It Takes" is applied consistently throughout the brand as a benchmark for what The Ruby Company is and what it stands for.
"It's a rallying cry for internal teams, an authentic expression of our voice, and a creative theme reflecting what sets us apart in our industry," said JoshWolff, director of growth and strategy. "This brand promise is an aspirational beacon. Our north star pointing the way to who we want to be for our customers and growers. It makes us a business of action and an essential partner in the produce pipeline. It's not just about working hard, everyone does that. It's going out of our way never to let our partners down, no matter how tough the challenge."
The Ruby Company executives knew an unconventional and unique approach to the rebrand was essential in order to break the mold in the antiquated and crowded produce landscape.
"We are redefining who we are, driving change and shaping the future of the business by staying true to who we are and the position we aim to play across the supply chain," said Wolff. "The brand ethos has always been built on trust, credibility and industry expertise -- that's what's kept the business humming seamlessly for the past almost six decades."
Cohen added, "We pride ourselves on our relationships and our ability to support and connect with our customers and growers. It's not only the products we grow, sell and distribute -- it's the people behind the scenes that bring a sense of calm to the everyday chaos that is the produce industry."
The new branding further enables the company to stand out, not only within the expansive produce industry but within the ever-growing and shifting foodservice and retail landscapes. The rebranding included a top-to-bottom redesign of the company's' website, logo, graphics, communications and general correspondence.
The Ruby Company's website,www.RUBYCOMPANY.com, includes in-depth information not only on products or services but about the people and their approach to conducting everyday business. A clean and modern approach to the website's design was taken with a special emphasis on the general user experience, ensuring a good balance of information with user interaction.
The Ruby Company's new brand assets are an integral part of the brand's visual identity -- embodying internal personality and providing a fresh perspective in today's antiquated marketplace. Staying true to the grass roots spirit, The Ruby Company logo is reminiscent of mid-century window lettering- walking the line of true ÔAmericana' design, yet still modern and approachable. The diamond shape and primary red color of the logo also give nod to the industry's heritage while the hand-drawn nature of the illustrations reflects the human-centered approach they live by.
