Caravan Ingredients, Lenexa, Kan., recently launched a corporate rebrand that includes an updated company logo and brand positioning.

The new logo has design elements that convey the brand attributes of the company: modern, passionate, creative and focused. It is paired with new advertising creative that reflects the same. The new creative is being rolled out across all industries served by Caravan Ingredients, including industrial and wholesale baking, retail and in-store bakery and food.

“Our new brand positioning is a logical step as we start thinking about the face of our new company and how we will reach our goal of becoming a leading global player in bio-based products,” says Mary Bentley, vice president of marketing and business development. “Our updated logo and creative helps to establish Caravan Ingredient’s position in food and bakery and allow us to further build on the equity of our brand.”