Posted on February 05, 2014
For Immediate Release
Tampa, FL August 31, 2013
Health Craft, Inc. announces the launch of its new corporate logo and company name, Health Craft Induction Cookware. This marks the most dramatic change in its visual identity since the brand was first launched over the Labor Day weekend in 1983. Using an updated version of the Health Craft trademark, a brighter blood red color and the symbol for induction compatible cookware, the logo better reflects the Health Craft Cookware brand today.
The new identity keeps visual elements that reflect the Health Craft heritage but emphasizes the company’s forward-thinking mindset and objective to achieve strong growth and focus on creative cooking solutions. The logo also utilizes the new name, "Induction Cookware," in its entirety as a way to distinguish the brand identity from its parent company, Vita Craft, a 75 year old leader in waterless cookware manufacturing. The rebrand presents Health Craft Induction Cookware as modern and evolving, reflects the strength of its legacy of engineering and 75-year history of manufacturing the world’s finest cookware.
"Our new logo better communicates what Health Craft Cookware stands for today," said one of Health Craft’s founders and past CEO, Charles Knight. "Our experience in the marketplace over the course of the last three decades and our partnership with Vita Craft Corporation. We have refined our focus to provide innovative design, precise heat control and healthy cooking solutions to a diverse customer base.”
Health Craft’s rebrand was previewed on their website www.healthcraft.com August 31, 2013, but will be officially unveiled on September 4, 2013 with the launch of their new store at International Plaza in Tampa, Florida. There, the Health Craft team will focus on educating the consumer market on the healthy benefits of induction cooking.