Constellar Holdings, the organiser of the Malaysia International Food and Beverage (“MIFB”) announced its rebranding exercise for its food and beverage trade fair with a new and futuristic look.

Project Director of MIFB Trade Fair, Henri Tan said in a statement that the rebranding exercise is more than just the redesigning of the event’s logo. “It is all about improving our brand awareness, re-energising our company’s vision and creating great values in honouring the new brand without abandoning the old ones.”

“MIFB will continue to grow, evolve and reflect who we are today and to honour our commitment to drive the food and beverage industry into the future.”

“In the spirit of rebranding, we will improvise and give each and every exhibitor, buyers and visitors a holistic experience in the new normalcy. The MIFB hybrid platform will help in providing greater opportunities for all participants.”

The colour of teal green in its latest branding portrays positive traits of healing, friendliness, invigoration, clarity, creativity and calm. It also symbolises the changing of consumers’ desire for natural and healthier alternatives. Green is also becoming an important colour in the food supply chain due to the shift in consumer thinking towards sustainable and innovative food.

“Business climates evolves, so do brands. As an established F&B trade fair, MIFB is being refreshed to give a new narrative to the future of the food business in the region,” concluded Henri.