The Britt Hunt Company is the largest distributor of Hunt Brothers Pizza. Most people thought of these two separately-owned family businesses as one thing: the pizza guys. But TBHC had a vision that soared beyond logistics. Their sights were set on becoming a bonafide food company with a whole family of sub-brands. And they’d need a re-brand to reset their brand’s perception and position themselves for success.

All good re-brands start at the core of the company—the reasons they get out of bed every day. Our process revealed two for TBHC: to provide quality food in unexpected places for shoppers and to be a blessing in the lives of their C-store customers. TBHC’s disruptive servitude was a stand-out in their class—and a lightbulb moment for our next step.

It was time to put a name to this delightfully daring brand. We leaned into the company’s natural and determined propensity for being a guiding light. After pages of options and possible pairings, we landed on Lumina Foods. The name is a testimony to the brand’s ability to illuminate paths and act as a lightsource for their customers. The logo followed, taking a cue from this radiant theme.