Group Chèque Déjeuner changes its name to Up Group
On January 13th, 2015, Group Chèque Déjeuner wrote a new page in its history, with the new name Up Group. This new identity is consistent with changes in the Group, which has grown in a few years from a product-based company to a global services corporation.
This new name, which will lead to a complete graphic identity redesign, conveys the idea of new perspectives and is emblematic of an ambitious strategic plan.
«This new name faithfully reflects the values and personality of our Group, highlighting the richness and diversity of our offer, while also underlining its international dimension. Up Group was an obvious choice, a name conveying progress, drive and optimism. » Catherine Coupet, President and Chief Executive Officer of Up Group.
A name that reflects the founding values of the Group
For more than 50 years, the group has developed its activity with products and services that provide solutions for a better life and contribute to social progress. Its essential values, solidarity, innovation, entrepreneurship, equity and commitment, make this a cooperative group that is different from other players in the market, with unique advantages.
The Group today is present in the daily lives of over 26 million people in the world, with hundreds of brands, products and services. Its solutions are in sync with current technological advances and new uses. Given these developments, the name "Group Chèque Déjeuner" was no longer suited to the scope of its activities.
The Group has therefore chosen, in 2015, to adopt an identity that embodies its future and gives it new impetus by highlighting its ambitions. The Group is henceforth named Up Group, synonym for action, movement and progress.
These past years, the group has especially grown in new geographies, and is now exporting its know-how in 14 countries. The new identity reflects this global dimension: the name Up, rising higher, is universal, and can be understood by everyone.
The new logo will be capitalizing on the historic identifying codes, by keeping its orange color, its square shape and the typography, while fully projecting the group’s values of mobility and modernity.
All the group's brands in all the countries where it operates will be enhanced with this new identity, and will transform all their respective logos by adding the Up pictogram before their brand name.
Up Group and renewed governance
Last October, Catherine Coupet, 49, took over from Jacques Landriot as President and CEO. At the head of this collective project, she intends to further advance the fine legacy of the group while imagining the cooperative of the future.
Anchored in a strong cooperative governance model, Up Group combines both economic efficiency and social equity. This model ensures that decisions are relevant, and directly associates employees in the success of the company. In order to further reinforce this unique asset, Up group has decided to initiate a new cooperative impetus by giving a larger number of employees a stake in the company’s equity, and by developing the principles of participatory democracy.
Both this renewal in the corporate bodies and stronger corporate democracy go hand in hand with the changes in Up Group.
Strategic guidelines
Up Group has chosen to focus its strategy on three key guidelines: strengthening its unique collaborative model, accelerating its innovation dynamic, and developing its international presence.
This strategy is what makes Up Group a unique economic and social player in its market.
