Since their formation in 2000, GoReefers have delivered excellent standards of customer service and applied innovation to their entire portfolio of services. Taking complete management control of the logistics supply chain lead to significant growth for the company. The Group had however, evolved into a wide set of divisions, all operating under different names. The branding of the different divisions lacked connection with the original GoReefers brand. Brainstorm had previously created GoReefers original differentiating statement of ‘it’s the way we think that makes us the best’ and had an existing trusted relationship with GoReefers.