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Harbour & Jones announces complete rebrand

Upfront, the specialist reception and front-of-house services company, owned by Harbour & Jones, today announces a complete rebrand following significant growth in the last 12 months.

Upfront was launched by leading food services company, Harbour & Jones in April 2014 to reflect the demand for top quality front-of-house and reception services and has grown significantly since then, adding £1.5 million of business in the last quarter. 

Upfront’s new look comes as part of a complete branding transformation for companies within the growing Harbour & Jones group. Harbour & Jones, which this year celebrated 12 years in business and acquired two new companies in December 2015, has since announced 50% growth and unveiled new and distinctive identities for all five of its catering and service brands.

Upfront, which delivers specialist reception and front-of-house services for a wide range of respected blue-chip organisations, has been given a complete rebrand to reflect its exacting standards and celebrate its phenomenal success in the last two and a half years. 

Based in London, the company takes care of everything from reception and switchboard to information and help-desk, meeting room bookings and hospitality. Using an exciting pool of talent, Upfront’s reception teams represent each company with flair and finesse, thanks to dedicated training and enhanced by acting coaches and hair and makeup experts.

Alongside Upfront, H+J is the new brand identity for the longest standing element of the business, providing service to business & industry, conference and banqueting venues and public cafés/restaurants within blue chip companies, and at some of London’s top venues and visitor attractions.  The H+J brand takes an independent, intrepid and original approach to catering for these businesses and venues, using a team of food experts, from leading restaurateurs to customer experience director, Jules Heckman Hughes and her food blog, keePatrick Harbour and Nathan Jonesping them ahead of trends, setting styles and embracing the new.

The company’s bespoke parties and private events arm of the business, Harbour & Jones Events, has been reimagined as a top-end experiential catering company called Tonic, designed to create some of the most innovative and daring events in the industry.  Tonic will curate amazing menus working alongside the best production companies to create extraordinary and experiential events from red-carpet celebrity parties to high-profile fundraisers and launches for fashion houses.

The two new businesses acquired by Harbour & Jones in December 2015, Fare of London, specialising in providing catering at heritage venues throughout the capital, and Principals, a leading education caterer for the south east of England, have also been given new brand identities. Fare of London has been renamed as Fare with its new identity reflecting the exceptional service provided to many traditional London institutions including Livery Halls and society venues.  Whilst Principals keeps its name, it has been rebranded to echo the extensive changes that have taken place in the education catering market since the company began 26 years ago.

London-based leading brand design practice, Spy Studio was appointed by Harbour & Jones to support the rebrand and spent six months working with the company before the new identities were unveiled.

Nathan Jones, director and co-founder of Harbour & Jones comments: “We are incredibly excited about revealing the newly rebranded Upfront alongside our four other businesses and have spent a lot of time and thought creating a strong identity that reflects its core values whilst remaining very much part of the Harbour & Jones family.”

Patrick Harbour, fellow director and co-founder adds: “2016 seemed the perfect time for a total rebrand as we are celebrating 12 successful years and having recently added two new companies to our growing portfolio. We are delighted with Upfront’s incredible success in the last two and a half years and can’t wait to showcase its exciting new identity alongside the four other brands. As a company which has never followed the crowd whilst always being prepared to innovate and push the boundaries, we are looking forward to the next chapter in our journey.”

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