Centraal Boekhuis has been the primary logistics service provider for the book trade since 1871. In 2012, the company wanted to expand its services to the fashion and healthcare sectors. A difficult transition when your name is ‘Boekhuis’, but naturally the company did not want to break its close ties with the book industry.
We investigated the essence of the company and recommended operating in all the markets under the new name ‘CB’: a strong brand that communicates more powerfully.
With the help of its fresh rebranding, CB has expanded into new markets. In the process it has acquired new clients in the fashion and healthcare sectors and positioned itself more clearly as an all-round logistics expert.