Lange: repositioning a 60-year-old legend for the supply chain of the future
- Services
- Research
- Brand Strategy & Positioning
- Identity & Visual Systems
- Website Design & Development
The Tom Lange Family of Companies started out as a produce brokerage, growing to become industry legends with over 60 years of experience providing outstanding, full-circle customer service. Despite its proven history, reputation for quality, and long-standing industry relationships, the business was not immune to the challenges created by consolidation, a changing workforce, and other factors reshaping the industry.
We repositioned and rebranded the Tom Lange Family of Companies, gaining internal alignment to consolidate three companies under one umbrella—Lange. This new parent brand enables the different lines of business to work together more efficiently, expanding their customer base and building the future longevity of the company. Last but not least, we developed a launch campaign for internal and external audiences to build confidence in the new Lange, while staying true to their roots and history in the industry.
Project overview:
Conducted on-site research and customer interviews to ensure we understood the value Lange brings to their customers
Repositioned the company as a full-service, supply chain provider & updated brand architecture to align with the new vision & mission
Designed a logo and brand identity for the new parent company Lange & rebranded all business units under the Lange umbrella
Designed, wrote, and developed a new website that was consistent with what audiences needed to know about Lange's capabilities.
Created a launch campaign complete with presentation decks, booth design, conference materials, print and digital ads, social media, and attendee and employee swag.
More than produce
Tom Lange Family of Companies is a long-standing player in the produce industry with a solid reputation for excellent service and fresh produce. What many don’t realize is that they’re a full-service supply chain provider, delivering field-to-fork solutions through three distinct branches of their business. Our research showed that peers and customers were confused or unaware of the full breadth of their offerings.
We worked closely with the leadership team to solidify their offering as a field-to-fork solution and a strategic partner for customers. This meant updating the brand architecture and modifying the company name to clarify their solutions, show unity, and amplify Lange’s next evolution.
Lange is more than expected.
Lange needed a new brand position to set the course for who they are today, who they’ll be tomorrow, and how they can uniquely put customers front and center. Using market analysis and customer interviews, we crafted a new messaging platform, identity, and expression that captures the energy, passion, and expertise of Lange and positions them as a strategic partner and industry leader.
After working with the Lange team, it was easy to see that their voice and copywriting didn’t match the energy, vibrance, and determination of the team. As a down-to-earth crew, they’re incredibly proud of the work they do but don’t like to brag. The new tagline ”Get More” is bold and capture the idea that with Lange, you always get more than expected.
From supplier to strategic partner.
Beyond new positioning and messaging, we designed a logo and brand identity for the new parent company Lange & rebranded all business units under the Lange umbrella.
We also created a visual expression for the brand that captures the energy, passion, and expertise of Lange and positions them as a strategic partner and industry leader.
Bringing the next era of Lange online
The new brand came to life on a website that showcases the passion, dedication, and hard work that goes into every customer relationship. To further unify all of Lange’s lines of business and help customers understand the breadth of services offered, we consolidated 3 different websites into a single site highlighting how they work together to provide strategic solutions.
Ensuring customers get more
Lange launched the new brand at the annual Global Produce and Floral Show. The campaign centered around the new “Get More” tagline, helping Lange define what “more” means for customers. Complete with a new booth, snappy uniforms, advertisements, and pragmatic swag, they made a splash at the show and continue to embrace the new brand. To help all team members feel confident speaking about the new brand, we designed a brand booklet that served as talking points for employees and as a takeaway for clients at the show.
“We’re so excited to see this. You guys have taken us light-years from where we are today. It brings a tear to my eye.”
