D-Tech ehf. has finished its rebranding process and has officially become ALVAR ehf. With the assistance and advice of Cohn & Wolfe, the company decided to go through a rebranding process that now will take the normal course of positioning the new brand name. The name ALVAR is formed by the abbreviation of the Icelandic words for ”Total” (AL) and ”Protection” (VAR), and it is derived from its efficiency in protecting businesses against food production threats. Since its origins, the company founded by Ragnar Ólafsson, has always been closely connected with Iceland and, more specifically, with the Icelandic fisheries and their pelagic, white fish, seafood and salmon factories. about our story and the close relation between ALVAR and the Icelandic fisheries.
However, in the last few years, the company has reached new industries, like poultry and meat processing industries, also becoming more relevant at an international level. ”Our increasing presence in international markets made us consider the option of updating and modernising our brand. The circumstances were appropriate for the transition and the timing suited our strategy” stated the CEO Guðmundur Sigþórsson. Besides bringing a new look, the new brand is expected to be useful in ALVAR’s international operations. In the words of Daniel Fontane, from ALVAR’s Marketing Department: ”We are really satisfied with the output of this process. Our goal was not only to renew the company’s face but create a new brand that would help us in our international expansion for the years to come”. The ALVAR brand has also been adopted for a new product branding strategy to simplify the product branding structure and to address more directly the needs of different sectors within the food industry. You can learn more about our products here.