Orchard Catering - Rebrand
The outcome
In order to be seen as 'special occasion' caterers the brand needed to look exactly that - special. Careful brand positioning was required to ensure the new brand would appeal to a more sophisticated audience without going over the top and selling them as exclusively 'fine dining'. The brand needed to be attractive and fresh without being exclusive, it needed to reflect the Orchard Catering style of catering and their down-to-earth, friendly personal service.
Before working on a new brand identity we proposed a tweak to the company name. We felt 'Catering' could be dropped from the name as although perfectly descriptive we felt 'Orchard' accompanied by the strapline 'Fantastic food for all occasions' would say much more. We started creating the logo and picked a hand drawn style of typography to reflect their personal, bespoke approach. The old identity included a tree and this was retained but given a new twist, reversed out of the letter 'O'.
A new colour palette was introduced and these colours were used to identify their services - 'weddings', 'celebrations & events' and 'corporate' which for the first time were treated as separate services. We focused our attention on a new website as this would be their main selling tool. It was crucial to have some decent photography to use on the new website and as well as showing off the finished product we also wanted to tell Orchard's story through the photography. We demonstrated the provenance of the food and the skill and expertise of the chefs by shooting chef Rob making different types of bread, prepping food and showing fresh, raw ingredients. Their professional capability was demonstrated through multiple dishes, a mix of staff carrying out various duties, and finally a couple of real events completed the story.
What we produced:
Brand identity, stationery, advertising, web design (www.orchardcatering.co.uk)
Image library (Photography by Steve Pankiewicz)