Allan Reeder Ltd is one of London’s leading dairy suppliers. The family run business has grown organically since its inception in 1971 and now supplies top chefs, restaurants and contract catering companies across Greater London. Simplify were tasked with injecting new life into the brand and to represent the core values of the business. We developed a simple visual language for the fleet of trucks to instantly communicate the product offering and crafted a rubber stamp concept which further reinforced the values of quality, service and trust. The identity was rolled-out to a website, livery, stationery, brochure, clothing and emarketing.