Cohesive Brand Refresh Reflects Growth and
Integration
EXTON,
Pa., July 2, 2024 /CNW/ -- AmerCareRoyal,
a leading foodservice solutions company backed by HCI Equity
Partners (HCI), is proud to announce the launch of its refreshed
brand identity "ACR," marking a significant milestone in its
journey of growth and integration. The ACR name is familiar in the
industry, as customers, vendors, and channel partners often refer
to AmerCareRoyal as "ACR." Over the past several months, the
company conducted a deep review of its brand archetype and learned
that agility, collaboration, and reliability – led by the letters
A, C, and R – represent the core brand values of the organization.
The new name of ACR signifies these three key elements and
strengthens the company's identity as it advances in the
foodservice essentials marketplace.
AmerCareRoyal is proud to announce the
launch of its refreshed brand identity "ACR"
Following a series of strategic acquisitions, ACR emerged as a
unified entity, combining the strengths and expertise of multiple
companies under one cohesive brand. The refreshed brand identity
embodies the collective purpose, vision, values, and culture of the
newly integrated organization. While the businesses owned by
AmerCareRoyal will now function under the ACR brand, their legal
names remain unchanged, so operations and contractual commitments
will not be impacted.
With a laser sharp focus on serving its customers, ACR believes
the new brand and enhanced marketing components will produce
streamlined interactions for its clients spanning the foodservice
industry, from large restaurant, grocery, and convenience store
chains to independent operators and the distribution networks that
serve them.
Key highlights of the brand refresh include:
- Modernized Logo: The updated logo features a clean
design that symbolizes the company's core brand values of agility,
collaboration, and reliability, and a culture of humility, empathy,
transparency, confidence, partnership, protection, stability, and
unity.
- Reinvigorated Color Identity: The enhanced palette
introduces three vibrant colors – ACR Blue, ACR Teal, and ACR Lime
– and pays homage to the company's strong legacy and distinguished
family of brands. It is timeless and modern, symbolizing
experience, growth, stability, reliability, and the company's
environmental sensibility.
- Refined Tagline: "Reliability. From source to
solution." One of the most important elements in communicating the
ACR brand, the new tagline is a brand promise that clearly and
emotionally connects to the company's unique value proposition,
corporate values, and culture.
- Corporate Descriptor: "Foodservice Essentials." Used
conjunctively with the new ACR logo and delivering descriptive
depth, the corporate descriptor clearly states who ACR is and what
the company offers.
- Updated Website and Collateral: The company's freshly
updated digital presence and marketing collateral reflect its new
brand image and personality.
"We are thrilled to unveil our refreshed brand identity, which
represents a new chapter in our journey," said ACR's Vice President
of Marketing, Chris Rowe. "The brand
refresh comes at an important time in ACR's growth and reflects our
ongoing evolution and commitment to unity and continued excellence.
It celebrates the diversity, expertise, and collective strength of
our team, and we believe it will resonate strongly with our
customers, partners, and stakeholders."
For more information about ACR's brand refresh and to explore
the updated brand assets, please visit WeAreACR.com
About ACR
ACR is a single stream resource for
essential packaging and preparation products used in the
foodservice, janitorial, sanitation, education, industrial,
hospitality, and healthcare industries. With multiple shipping
points across North America, our
family of brands service national level customers with outstanding
customer service and an ever-growing product line. For more
information about the ACR brand and to explore ACR's comprehensive
range of foodservice essentials and packaging solutions, please
visit WeAreACR.com.
About HCI Equity Partners
HCI Equity Partners is a
lower middle market private equity firm focused on partnering with
family and founder owned distribution, manufacturing, and service
companies. HCI is headquartered in Washington, DC. For more information, please
visit www.hciequity.com.
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SOURCE ACR (AmerCareRoyal)