A smaller mouthful and all the class of a European label.
To grow Gold Coast Continental Smallgoods needed to be seen as larger, more credible providers to match the big distributors. The first issue was their name. They were no longer just local to the Gold Coast, and their product range had expanded far beyond smallgoods, leaving many customers to only order smallgoods from them and other foods from other companies. They were not only missing out on increasing the spend of their existing customers, but large clients, such as hotels, hospitals, theme parks and conventions centers, still saw them as too small to cater for the demand.
As part of a Brand Strategy, Sin created the new name Provista (meaning supply in Italian) to suggest European-style fine foods. The challenge for the new logo was to convey the quality feel of an exclusive label, yet also position Provista as a capable bulk food distributor. The classic design of the identity still promotes food strongly even when all reference to food is removed.