Food and beverage ingredients supplier Parker Products, Fort Worth, TX, recently rebranded to more fully communicate its growing product and service offerings.

“Parker has experienced some exciting growth in recent years, and our product and service offerings have evolved accordingly,” says Greg Hodder, president. “From becoming a peanut-free facility in 2012 to our recent partnership with Dot Foods for distribution, we felt that as we approached our 90th anniversary, we needed a refreshed story to help us fully demonstrate our value to the food and beverage industry.”

The new brand features a redesigned logo and visual identity that communicate the brand’s creativity and energy, according to Parker Products. The new logo was inspired by the company’s ingredients, with an orange “drop” element that suggests an inclusion or a drop of flavor.

Parker’s rebrand also includes a redesigned website——featuring a modern, responsive design and industry resources, including downloadable white papers, a dynamic capabilities presentation, and a trend-focused blog.

The new brand will be supported by a variety of materials that will debut at the 2016 Winter Fancy Food Show, to be held Jan. 17–19 in San Francisco.