Aito is redesigning its logo as part of a wider brand review aimed at increasing consumer awareness.
Speaking at the Aito conference this weekend in Brussels, Aito executive director Kate Kenward said although the new logo is yet to be formally approved, the signs are good following a near-unanimous vote in its favour at the conference.
It is being launched as the association seeks to bolster its reputation as a local, knowledgeable specialist.
Kenward said: “The last review of our brand was in 2001. We want to create a new look, style and identity for Aito which could be applied across a wide range of companies by a wide range of users.
“Aito should be seen as the local specialist deli rather than the out-of-town supermarket.”
The rebranding comes following a survey of 1,000 members of the public and 60 Aito members which revealed the association’s brand had limited recognition among consumers.
“We also found that the awareness of Aito as an organisation and the benefits it offers is limited and is behind Abta and Atol in terms of recognition,” Kenward said.
She added the move was just the first part of a general overhaul of the brand, adding: “The brand refresh is more than just a logo and this is just the start, there is a whole package to come.”