Dalepak, the Northampton-based third-party logistics business, has been rebranded as Cygnia Logistics, reflecting the company’s evolution to what it does today, delivering end-to-end fulfilment and packing services to a global audience, as well as its plans for the future.
Prompted by a change in ownership and the appointment of a new senior management team in 2016, the new name and identity denote what the business feels is core to what it does, and how a smooth- flowing supply chain delivers real value and competitive edge for its clients.
Chief Executive Nick Frogbrook said the new brand translates globally: “Our vision is to continue to invest in the business, both within the UK and beyond, expanding further our capability into Europe to become the leading mid-market provider in our industry.”
“To recognise this vision for the business, we felt it was right to ensure our name and brand truly reflected this, but also to act as a catalyst for change as we continue to grow and evolve to meet our clients’ changing needs.”
Cygnia, the Latin word for ‘Swan’, reflects the company’s desire to continually evolve; to reflect the constant movement, agility and responsiveness that is key to the business.
Alongside the name and identity change, Nick says that the company has also taken the opportunity to re-affirm its vision and values: “We want to ensure that all our clients and staff understand not only what we do but how we do it, by setting out those behaviours and values which are at our heart,” he explains.
As to the future ambition, Nick is clear of the company’s objectives: “We want to be recognised as the leading mid-market provider of fulfilment and value-added services across Europe, and believe this new brand and identity reflects that and will help us continue our journey.”