Caribbean Blinds has dropped the word ‘blinds’ from its branding to better reflect its entire range of external shading solutions.

It has introduced a new strapline – Outdoor • Shade • Shelter – and a logo that it says represents its turnkey approach and all shading types, including vertical, horizontal and sloping.

The new brand identity is part of the supplier’s ambitious growth strategy and its ‘renewed focus on people’. Employees are now known as ‘Shading Heroes’, which managing director Stuart Dantzic says “are at the heart of everything we do.”

They are entitled to packages that include tiered health cash plans covering dental, optician, physio and specialist scans, enhanced holiday entitlement of up to five extra days, service life bonuses and refreshed birthday and team incentives.

“We’ve gone way beyond a standard facelift,” says managing director, Stuart Dantzic. “The new identity reflects the work we do, the sectors we serve and the growth we are building for tomorrow. We wanted a brand that works as hard as our people do.”

It is positioning the company “for the next era” of expansion too.