Gourmet Catalog Gets a New Look – and a New Name

Gourmet Catalog & Buying Group has completed a rebrand to coincide with the group’s 35th year in business. “We have long been known as Gourmet Catalog, our official corporate name, although staff and most in the industry have been referring to Gourmet Catalog as GC for many years,” said Janis Johnson, President and Founder of Gourmet Catalog and Buying Group. “We have taken the plunge and shortened our industry branded name to GC and, in some instances, GC Buying Group.” 

Gourmet Catalog’s business started with a primary focus on creating and printing catalogs for local independent kitchenware retailers, but 35 years later, the services Gourmet Catalog provides have expanded and advanced in order to accommodate changes in the kitchenware retailing industry and the needs of the retailers who belong to the buying group.

Gourmet Catalog’s branding hadn’t caught up to all those changes. “The rebrand was a great exercise for GC to refresh our marketing collateral and also develop a solid image that best reflects who we are and reaffirms our special promise to store members: Through our strong network and progressive solutions, we offer professional services and resources tailored to fit the evolving needs of today’s independents,” Johnson said.

Claudia Conard, Communications and Branding Coordinator of Gourmet Catalog, led the rebrand effort, developing brand standards and ensuring its implementation across all mediums. The rebrand includes changing the company’s name from Gourmet Catalog and Buying Group to GC Buying Group, defining standards for colors, text and images as well as a redesigned logo and slogan: “Connecting and supporting the local retail community since 1981.”

The rebrand is slated to roll out over the course of the year. Members have already seen the compelling changes to signage, marketing collateral and social media presence and are eagerly awaiting the final updates, such as the redesigned website.

For more information on Gourmet Catalog, call 1.214.855.0005, email info@gourmetcatalog.com or visit gcbuyinggroup.com.