Throwback: When we rebranded CA&T

“Sitting at the beach club the other day, I saw the cleaning crew with their CA&T costumes. I see these costumes everywhere, I almost forgot that we rebranded CA&T more than 12 years ago.  The reason why I gave it so much thought and I’m writing about it today is simply because I am happy to see how this rebrand has stood the test of time and will likely continue doing so for more years to come.” - Katia Abou-Rizk Barakat - Partner / Strategy & Planning

When we first connected with the owner, the idea was to simply uplift the existing brand. It was felt that it didn’t reflect the company’s mission of helping the most important spaces in Lebanon, from malls, beach clubs, restaurants, playgrounds and others, remain not only clean but organized (cleaning, stewarding, quality control, etc.). CA&T works with the biggest names and its identity should be robust and confidently showcase this. 

So we put on our thinking and creative hats and developed different directions. The one that resonated the most was the blue globe that had cleaning “swooshes” going through it. It was corporate yet dynamic and very easily identifiable. It was an instant hit. 

Once approved, we were tasked with creating the costumes for the staff. We worked with the suppliers to create samples and make sure they were practical enough. Seasonality was also a factor we had to take into consideration.

The fleet had to be branded as well; supervisors can go fulfill their jobs while giving the company additional recognition on the roads. 

Finally, to wrap up the branding of CA&T, we felt that a tagline would really tie things together and reinforce the company’s raison d’être. “Spotless since 1995” was the result of this exercise. Why? Because it emphasized the company’s “no fault” approach and its will to do things to the utmost quality. This figurative and practical play on the word “spotless” really hit the bullseye, while also allowing us to show the history of the company.