Something new and exciting is coming...
Cannings Free Range Butchers, the brand that I created, has been synonymous with the colour green since its inception back in 2010. For me, the colour green was indicative of our commitment to environmentally beneficial agriculture practices, fresh grass and new beginnings. Green is also a wonderful contrasting colour to meat. After sporting this colour for over a decade, I felt the urge to reimagine the brand—it's colours, the logo, and the name itself.
I've long-dreamed of simplifying the brand name as I felt that 'Cannings Free Range Butchers' was too long for a brand name, but I really wanted customers to know exactly what it was that we did, at first glance. Come 2022 however and I'm hopeful (yet confident) that the word 'Cannings' is strong enough on its own and with enough history behind it for people to recognise the name, what we do and what we stand for. Although 'Free Range Butchers' is no longer in our logo, please be reassured that our ethics or standards have not slipped. That would simply never happen. Cannings is transparent and true to our word. Cannings is free range or nothing and the purveyors of, quite literally, the best high-welfare produce one can buy. Because of this long standing, unwavering certainty and conviction in our purpose, I have complete trust and faith that 'Cannings' can endure the departure of its lengthy 'free range butchers' counterpart.
Why the RUST colour?
Before we move on and away from the colour green, may we all pay our respects to the colour green. We love you, Green. You have served us well. We will never forget you! Now... when considering a new colour for the brand, it needed to be a colour that I was drawn to. Something that inspired me and felt like it was in harmony with what I was feeling at the time—about my business and my life in general. Then I was interested to learn more about the colour RUST which draws itself from the colours orange and brown.
Orange has a very interesting psychological effect, as it combines the strength and energy of red with the friendliness and fun of yellow. The mix makes orange a good representation of physical comfort in our warmth, food and shelter. Orange is also known to be the colour of motivation, bringing a positive attitude and general zest for life. Orange is optimistic and uplifting, and rejuvenates our spirit. Brown on the other hand is a serious, down-to-earth colour signifying stability, structure and support, relating to the protection and support of the family unit, with a keen sense of duty and responsibility. Brown takes its obligations seriously, yet it's friendly and approachable. It is loyal, trustworthy and dependable in a practical and realistic way.
The more I learned about these two colours, the more they resonated with me and the more I felt like a blend of the two was a PERFECT representation of the Cannings brand. Don't you agree?
Something very cool that you'll notice about the new Cannings is the suite of complementary colours we have chosen which help support the brand moving forward and also give a subtle nod to our green history. These colours are called Rust, Cotton, Slate, Forrest, Water and Fawn.
As part of this EXCITING new rebrand our team will be wearing new uniforms, group-wide signage will be updated, labels, posters, business cards etc and we will also be launching our new website! Over the coming weeks, you'll notice Kew, Hawthorn and Malvern showing off some new interior colours and textures to help tie them into our updated image. Thankfully, the interiors of all the other stores seem to work seamlessly with the new branding. Phew! I wish someone told me how all encompassing a rebrand was. It's quite an exhausting list!
I hope that in time you come to like the new Cannings branding as much as I do. Yes... it's quite the departure from our green roots, but things never stop at Cannings. We are always developing, changing and improving ourselves. Things don't stand still around here and that's one of the things I love about the business I created—we embrace change. Does that mean we will change the brand colours again one day? Maybe! Will that colour be hot pink? Never say never!!!
- Sam Canning