Mentfield Unveils New Global Brand Identity

Mentfield, operating in the international shipping market for over four decades, has announced the launch of a new branding and a change in the company's brand language.

The move, accompanied by the slogan "Global reach, personal attention," is the result of an extensive renewal process Mentfield has undergone over the past year. This period was characterized by significant strategic changes, including the appointment of a new management team, expansion of the logistics solutions portfolio, and deepening activities in advanced supply chain services.

Beyond the visual aspect, Mentfield notes that the company is in the midst of an extensive digitalization process accompanying the new branding. This includes the implementation of advanced technologies in work systems, including the use of Artificial Intelligence (AI) tools, aimed at streamlining operational processes, shortening response times, and providing a higher level of precision and service for its clients in Israel and worldwide.

Growth Strategy in a Changing Market

Mentfield CEO, Eyal Mayo, noted that the new branding is the product of a comprehensive customer survey, which highlighted the need for a combination of broad global coverage and maintaining a personal level of service.

"The new branding is designed to more accurately reflect what has made Mentfield unique for years. We believe that the combination of broad international reach and personal service is the key to a long-term partnership with our customers," Mayo said, adding that the branding is intended to reflect the company's ability to operate as a global entity without sacrificing individual attention to every shipment.

It is worth noting that Mentfield operates a network of branches in major global trade hubs, including the USA, UK, Germany, Italy, China, and Vietnam. The company provides sea and air freight services, logistics, and supply chain solutions to customers in Israel and around the world.

Mentfield stated that despite the complexity characterizing the Israeli economy recently, the company chose to proceed with the planned branding program as part of its international growth strategy.