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April 22, 2019 2 min read


Here at Valley Food Storage, we're always looking to bring you the best products. Sometimes that means we need to take a hard look at ourselves. We realized that we needed a little change to give our customers a great shopping experience.
In the coming months, we'll be launching a new website. This new home for VFS is all about making it easier for our customers to find what they're looking for. Whether you know what you need and want to find it fast, or you'd like to browse what's available, that should be easy to do.

As a part of this redesign, we thought a refresh of our logo was a great way to communicate our focus on our customers. We sat down with Allison, the Lead Architect of our redesign to talk about what's changing and why.

Dale K: Allison, what was behind the decision to make these changes to the logo?

Allison S: We wanted to clean up the previous version a little bit. Make it easy to read, and easy to recognize anywhere you might see it. There wasn't anything about the old version that illustrated our relationship with our customers. We want to make sure they feel like they're a part of our Valley Food Family.

DK: We agree! Our customers are important to us, and we want to make sure they know that. The colors look a little different than before though. Why is that?

AS: The quality of our food is the most important thing. We wanted to do a better job of showing our commitment to all-natural, freeze dried food. The food has a 25 year shelf life, and it's as delicious after storage as the day it's packaged.

DK: High quality food is such a priority for us. It's good that we're making that the focus. It looks like some of the imagery is different as well. What is the reasoning there?

AS: Valley Food Storage recently got some new owners. Part of that change involved a relocation to Ohio. We wanted a design that let people know we were starting fresh and we want to bring our customers along for the ride.

DK: There also appear to be some new icons around. Where did those come from?

AS: There's a lot of good information to share about our food. It can get complicated, and we wanted a quick way to communicate with our customers.
DK: That all sounds great. Thank you for taking the time to walk us through some of these changes Allison.
AS: No problem. It was a lot of fun working on this!