Select Food Products Unveils New Brand Identity

Select Food Products, a Canadian manufacturer of sauces, dressings, condiments and more for white and private label sale, has unveiled a brand refresh.

Select's new brand identity and logo is represented by the "whisk," which the company called “essential for the perfect blend of flavors and textures.” The secondary color palette of the new logo was inspired by the 'Mother Sauces' of French cuisine. The new visual identity also includes a set of custom icons that represent the various stages in the manufacturing process and the company's core values.

The company released a new video to celebrate the new branding, which can be viewed here.

"With a solid foundation in place, and ownership committed to investing for the future, we are on a transformational growth journey," said TJ Kanaris, President of Select Food Products. "We felt it was important to kick off this next chapter with a new brand identity, reinforcing to our associates, customers, and suppliers Select's continued commitment to its purpose: 'To Make the Best Sauces for the World's Best Brands.'"

The brand refresh comes as Select Food Products plans to double its Ontario-based production capacity in the next 12-18 months. The company was purchased in 2015 by entrepreneur Andrew Mitchell, and has since upgraded its manufacturing processes and equipment and streamlined its portfolio of products.

"Select has gone through a major change to enable superior quality and scale, while maintaining speed and agility and we are ready for the next phase of growth for our business," said Mitchell.