It’s been one whole year since we rebranded, and what a journey it’s been. From a brand-new website, brochures, and business cards to branded cushions, new values, and fresh paint on the office walls, we’ve embraced every moment. So, grab a cuppa, because we’re reflecting on the whirlwind that was our first year as the new-look En Route.
Where It All Began
We kicked things off with an unforgettable internal launch. On a gloriously sunny evening in May 2024, the UK team gathered for the big reveal. It was a night of fun, music, and laughter, with rebranded everything – from bunting to cocktails. Held at a stunning spot just outside Windsor, the event even included boat rides across the lake.
“My favourite part of the rebrand was the big reveal during the internal launch party. Hearing the speeches and seeing everyone’s hard work come to life was truly special,” says Gemma Gwilliams, Receptionist and People Assistant.
“The cheer when the rebrand was first revealed and the energy in the room was unforgettable,” says Alice Hedges, Research Executive.
Meanwhile, our regional teams celebrated in their own style, each getting a full walkthrough of the new look from the Rebrand Team.
Then came the big one – the external launch at WTCE 2024. Everything had to be polished, perfected, and ready to show the world. No pressure, right? But this wasn’t just about a shiny new look. The rebrand was our chance to clearly tell the world who we are: global specialists in Passenger Solutions, Supply Chain Services, and Sourcing for airlines and airline caterers.
“The stand at WTCE looked incredible. With experience in business operations, I understand the logistics and costs involved – seeing our stand was a real wow moment,” says Amanda Welch, Head of Strategic Delivery.
First Impressions: Joining En Route
Since the rebrand, En Route has increased its global workforce so for those, their first introduction to the rebrand came during their interview process. One in particular had the unique experience of discovering En Route’s fresh look in real-time.
“The rebrand nearly gave me a heart attack! Mid-interview process, I built a whole presentation using the old branding – logos, colours, everything – only to find a completely new look the day before. Cue frantic googling, mild panic, and a total deck redo. Memorable? Absolutely. An unforgettable introduction to the new look and feel,” says Emma Azouelos, Head of Procurement.
“The design task for my interview was my first experience using the En Route brand. The guidelines were so detailed and thorough, which was great for a designer. It’s such a refreshing brand to work with,” says Micaela McTeggart, Junior Designer.
Hidden in Plane Sight
Before the big brand reveal, the Rebrand Team decided to have a little fun. Instead of announcing the changes outright, they launched ‘Hidden in Plane Sight’ – a playful internal campaign designed to subtly introduce elements of the new identity. Employees unknowingly interacted with small clues daily. With Rubik’s Cube Day approaching, we saw an opportunity – what if people could physically hold the brand colours in their hands? Instead of the classic colours, the cube’s stickers were swapped for the new brand palette, turning it into a hands-on introduction to the updated identity. As part of our marketing efforts, we invited colleagues to solve the customised Rubik’s Cube in a fun, competitive reel for our social media channels. Without even realising it, they were turning, twisting, and unlocking the new brand. Post-It notes and whiteboard pens in the new brand palette were introduced into every meeting room, even the company’s social media feeds carried subtle clues.
One of the most unforgettable moments came when Stacey Allott, People Business Partner, proudly introduced her new favourite mug (which was in the new En Route green) to the office, complete with an elaborate backstory. It quickly became a staple of her desk, a conversation piece, and a cherished possession. Then, one day, it suddenly vanished. Stacey was distraught – her beloved family heirloom, snatched from right under her nose. (In reality, the cup had been bought just one week prior, and Brand Executive Alice Harvey had snook in early in the morning when the cup went missing, to take it and hide it in a secret location). The reaction to ‘#MugGate’was better than we could have expected; colleagues searched high and low, scouring every corner of the office to track it down. The mystery of the missing mug had officially taken over. Each element was placed with intention, inviting employees to engage with the brand shift without fully realising it. When the new brand was finally unveiled, everything clicked into place. All those “coincidences” had been breadcrumbs leading to the big moment.
“The big reveal was incredible, especially when we realised the rebrand team had been leaving clues right under our noses for months!” says Sharron Allen, R&D NPD Manager.
“When we found out that Stacey’s missing mug was part of the hidden-in-plane-sight campaign, it was a hilarious moment. Turns out, we all got mugged off!” says Sarah Dale, Food Development Manager.
“From day one, I was immersed in the rebrand. During my very first meeting I was introduced to the concept, but I had to keep it a secret from all my new colleagues. Cue months of secret meetings, sneaking around the office hiding mugs in brand colours, scribbling cryptic messages on whiteboards, handing out Post-It notes with the ‘En’ doodled on them, and even swapping stickers on a Rubik’s Cube.
“Watching how the brand has evolved over the year has made every hidden clue and sneaky moment worth it. From fun email signatures (which my colleagues will forever love me for) to hand-packing PR boxes, it’s been the most incredible journey. The transformation has been more than just visual – it’s been a true team effort, and I feel so proud to have been part of it,” says Alice Harvey, Brand Executive.
So, What’s Changed?
In short: everything, but also, the heart of who we are has stayed the same. The rebrand gave us a chance to shout about our services and personality, with a fresh modern feel, bold colour palette, and our standout design element – the Journey Loop. It’s a visual metaphor for what we do best, guiding customers from A to B, seamlessly and stylishly.
“It’s such a visually aesthetic brand that represents what we do really well,” says Lauren Casbierd, Food Development Apprentice.
Over the past year, our Creative and Marketing teams have been busy bringing the rebrand to life – not just on screen, but in every detail of our day-to-day operations. Every new employee joining En Route is greeted with a welcome pack of branded merchandise. On their first day, new starters are presented with a branded tote bag, pen, notebook, luggage tag and water bottles – all practical items that serve as a way of immersing new starters in the company culture and ensuring the brand identity became part of their working experience from day one.
“The merch on our desks when we started was a great touch. The messaging makes it easy to describe and portray our brand – it really conveys who we are,” says Kane Brady, Procurement Assistant.
The office got a glow-up too, with fresh paint, new styling, and vinyl graphics on the way to tie it all together.
“The brand’s flexibility means you can be really creative with it. It’s adaptable, allowing for innovation while maintaining a strong identity. Whether designing digital assets, physical products, or creative campaigns, the brand is versatile enough to evolve while staying true to its core, ensuring everything still feels distinctly En Route. That’s what makes it such a joy to work with,” says Neil Morley, Design Manager.
And in December, we proudly launched our new company values: Collaborate. Say it how it is. Represent the customer. Find a way. Own it. These aren’t just slogans – they’re the behaviours that shape how we work, connect, and grow every single day.
One Year On
For those deeply involved, the past year has been more than just branding – it’s been a true passion project filled with clever reveals and creative touches.
“I’ll always remember that second meeting with the agency when we envisioned what the brand could be. The energy in the room was so positive, and seeing it come to life has been amazing. Also, editing the brand video and seeing everyone on camera, especially the directors looking slightly uncomfortable, was a fun moment!” says Nirali Marfatia, Senior Designer.
Our rebrand isn’t just a new look – it’s a whole new chapter. One that reflects who we really are: confident, creative, and always evolving.
Want to work with a brand that’s always moving forward? Let’s talk. Email us at sales@en-route.com to start your journey.
