LSG Sky Chefs approached Interbrand to come up with a new brand for the food services company’s in-flight products and equipment division.
The result, SPIRIANT, now encompasses its various services and offerings, including procurement of on-board service equipment, cutlery, comfort products, and other in-flight articles, including products that were formerly housed under the parent brand, “LSG Sky Chefs.”
The decision to create an independent sub-brand was based on market research, as well as an assessment of market size and potential. Interbrand led the entire development process, from brand concept development to verbal and visual identities.
The new name and slogan, “where inspiration meets performance,” strongly reinforce the brand promise. The goal: to highlight the organization's proactive vision, communicating innovation, inspiration, and initiative.
Central to the development of the new brand image, the logo combines the ampersand symbol (&), representing customer service orientation, and the mathematical plus sign (+).
The logo resonates with the value creation approach behind SPIRIANT: enabling increased value through the combination of emotion & functionality, design & technology, and inspiration & efficiency. The secondary design element reflects the creative process, which aims to fulfill each individual customers' wishes.
"The introduction of SPIRIANT underlines our intention to invest in the equipment activities even more,” commented Erdmann Rauer, sales director for LSG Sky Chefs. “With more than 20 years experience in this business, we have the product knowledge, a qualified supplier base and the purchasing power to tap the existing market potential further."