CJ Freshway Revamps Food Distribution Specialty Brand 'Itswell'

CJ Freshway announced on the 18th that it has renewed its in-house brand Itswell by completely revamping its slogan and logo.

Launched in 2002, Itswell is CJ Freshway's flagship brand, accounting for 11% of the company's food ingredient distribution business sales. Despite the impact of the pandemic over the past three years, it has maintained a solid market competitiveness with an average annual growth rate of 19%. The product range includes over 1,200 items such as fresh agricultural, marine, and livestock products, Korean and Western ingredients, dairy products, and sauces. These products are distributed to all types of clients, including food service franchises, corporate cafeterias, hospitals, schools, and leisure facilities.

Through this brand renewal, CJ Freshway has completely redesigned Itswell's slogan, logo, and product package design concept. This was done to emphasize the image of a "solution brand" that supports businesses with customized products. The new slogan, "Understanding You," reflects CJ Freshway's commitment to accurately grasp customer needs based on its market data and trend analysis capabilities.

The logo design features a heart shape formed by smooth curves, symbolizing that the planning and development process of Itswell products begins with a deep understanding of customers' hearts. Various changes were also made to the product packaging. The logo size was increased to make the brand easily recognizable at a glance, and various emblem designs representing product features such as organic certification, eco-friendly manufacturing methods, and zero calories were developed and applied to the front of the packaging. The updated BI will be applied starting with new products and will be gradually applied to existing products.

The functional role in product development will also be expanded. CJ Freshway plans to focus on developing customized products that meet diverse business environments, such as pre-processed ingredients that shorten cooking time in group catering kitchens, menu-type meal kits, and high-quality raw materials in high demand in premium dining and care food channels.

A CJ Freshway official stated, "As the types of customer businesses have diversified recently, the demand for differentiated products has greatly increased. Itswell will transform into a solution brand that proactively proposes customized products based on 21 years of accumulated product development know-how and sales data."