Schuitema is now known as C1000. The parent group took the name of her supermarkets. In April 2010, the name-change was festively introduced. With the brand change, C1000 becomes more iconic, suiting a role as retailer instead of wholesale. By bundling names and appearance  the organisation profits from the well known C1000 brand. C1000's retail-style is broadened to a full brand identity that can also serve distributers, entrepreneurs, shareholders and personnel.

We acted as a hub between all parties involved; such as the design agency, the advertising agency, architects and various suppliers. The core challenge was to establish and control all processes while maintaining daily workflow. Because of our role as director the development and implementation of the new brand identity was done in just ten weeks time. Because of our support, C1000 could focus solely on making the decisions.

With the implementation most visible communication means and brand carriers bear the new brand identity, among others the headquarters, the online environment, presentation and correspondence templates and print. Further implementation will be phased with a focus on distribution centres.