CATERISTIC
Once a nationally renowned cutting edge bar and cocktail supplier, ubs bar support had grown out of their shoes. After years of transition and development towards an international full service caterer, the time was right for a new name and corporate appearance.
PIECE OF CAKE signed responsible for developing the new brand and its corporate identity. In a very close co-operation with the founders, a brand strategy was conceived from scratch.
We kicked off with the analysis of the company, its target groups and the main competitors, proceeded with the determination of values and moved on to describing the new brand’s personality, emotional and rational benefits.
Finally, we deduced a brand idea from the insights generated throughout the process. This circled around one characteristic asset already acquired by ubs and that was to find its continuity within the new brand: the development of highly individual one-off catering concepts derived from and inspired by the client’s brand, product, occasion or personality. “Catering with your signature”.
This idea served as the creative springboard for the company’s new name, CATERISTIC, which was complimented with the sub-line “catering with character” expressing the new corporation’s unique selling proposition.
With these basics accomplished, the next steps saw PIECE OF CAKE developing a new corporate identity and design and implement them in such essentials as the new website and business equipment.
Photos: Ole Buddrus, Kim Pörksen
