Horecabond

The hospitality, catering and leisure sectors are changing quickly. Staff shortages, high workloads, low union membership and changing employment relationships are putting the industry under pressure.

For FNV Horecabond, the question went far beyond a new look. The union needed to make clear again what it fights for, who it represents and why collective strength matters now more than ever.

FNV Horecabond has a long history as a movement for people working in hospitality. Since 1898, it has fought for better pay, working conditions and recognition for the profession.

But traditional trade-union associations were under pressure. Younger employees do not always identify with collective representation, even as the sector faces major issues: workload, recognition, security of income, staff shortages and opportunities to progress.

The real question became: how do you make what the union fights for visible again without getting stuck in the image of a traditional trade union?

The breakthrough came from redefining the union’s role.

Not only a representative protecting what already exists. Not only an institution negotiating collective labour agreements. But a movement determined to move the entire hospitality industry forward.

That shifted the role

From: trade union.
To: progressive champion.

The central idea became: 
Together, we make sure a career in hospitality continues to pay.

That role connects the union’s fighting roots with a contemporary ambition: to make work in hospitality mature, attractive and properly valued.

The narrative brought heritage, values, audience needs, promise and proof together into one guiding story. From that foundation, we developed a full rebrand: naming, logo, visual identity, tone of voice and visual language.

The shift was from institutional union to active movement.

From: defending what exists. 
To: making progress on what the industry needs.

From fragmented labels to one stronger story. From union for part of the sector to champion for everyone working in hospitality. In the collective labour agreement campaign, hospitality tiger Tigo takes the lead in mobilising all hospitality employees.

Truman developed, among others:

• role definition through a dedicated workshop
• True Story Canvas® with members and the board
• naming and rebranding
• logo and visual identity
• tone of voice and visual language
• collective labour agreement campaign with fluent device