WITCO unveils new logo

The West Indian Tobacco Company Ltd has changed its corporate image to include a new logo and tagline.

A release on Monday said the new logo has moved away from the three-lobed leaf insignia to a double-sail icon and will be accompanied by the tagline “A Better Tomorrow.”

The company’s managing director Laurent Meffre said change should be embraced.

“The year 2020 has demonstrated that change is an integral part of any business model and should be embraced. As a responsible company, we remain committed to building 'A Better Tomorrow' for the benefit of the business, our partners, and the public. As challenging as these times may seem we view them as a period of opportunity.”

In 2020 when the world was in the first throes of the pandemic, the release said, the company faced an increase in excise and illicit trade. Nevertheless, the company plans to invest $85 million to upgrade its operations over the next two years.

Meffre said the company now reflects an “empowered and agile business” which considered an expanding range of products and risk reduction backed by scientific research.

He said the new logo would be used digitally and in print on all its business operations and he expected a positive response to the change.

“We do anticipate that these changes would be fully embraced by our stakeholders in much the same way as they have been embraced by employees.

In our view, innovation is at the forefront of our business especially as environmental shifts can affect market and customer demands.”

The release said the company will continue to ensure the sustainability of its operations and over 200 employees and their families.