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Creativeans C LogoCreativeans

Culinary Creativity:
Transforming Institutional
F&B Catering Solutions
Through Design

Branding
Communication Design
Packaging Design
UI/UX Design
CATERING SOLUTIONS

{ Project Overview }

We rebranded Catering Solutions to reposition the institutional food caterer as a functional yet relational brand built on quality, convenience, and care.

Since 1996, Catering Solutions has provided high-quality, convenient, and affordable meals for employees and students across various institutions. With chefs from India, Bangladesh, and Singapore, the brand offers diverse and authentic food options, from Chinese, Indian, Bangladeshi, Malay, halal, Western, and vegetarian fare.

To strengthen its positioning, we conducted a comprehensive rebrand that included brand audit, brand positioning, a new brand identity, and a range of touchpoints. The result is a more cohesive and purposeful brand experience that reflects Catering Solutions’ role as both a reliable food provider and a people-centred institutional caterer.

{ Creative Challenge }

An outdated brand identity limiting recognition and credibility
  1. 01

    Catering Solutions’ existing identity did not convey the quality and professionalism of its services

  2. 02

    Visual branding lacked cohesion across touchpoints, resulting in a fragmented brand presence

  3. 03

    The old logo and graphic system were generic and failed to stand out in a competitive food services market

  4. 04

    Without a refreshed identity, the brand risked being overlooked by corporate clients and partners

{ The Solution }

Delivered a refreshed brand identity system that elevates recognition and trust

  1. Created a modern logo and visual system that reflect both professionalism and approachability

  2. Defined a cohesive brand style with consistent colours, typography, and graphic elements for all touchpoints

  3. Designed applications across collaterals and digital platforms to ensure clarity and brand alignment

  4. Strengthened overall brand recognition, positioning Catering Solutions as a trusted partner in the food service industry

{ THE DIFFERENCE }

Before
After
{ BEFORE }{ AFTER }
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{ Brand Positioning }

We defined Catering Solutions’ brand essence around bringing the taste of home closer to people, anytime and anywhere.

The brand essence reflects Catering Solutions’ role as more than an institutional food caterer. Beyond serving hot, delicious, and flavourful meals, the brand aims to create a sense of comfort, familiarity, and care through everyday dining experiences.

By focusing on heart-warming moments, the brand becomes more human and relatable to the employees, students, and communities it serves. This positions Catering Solutions as a trusted food partner that delivers not only meals, but also meaningful moments of connection.

CATERING SOLUTIONS

{ Brand Identity }

We developed Catering Solutions’ brand identity to express warmth, familiarity, and everyday comfort through visual elements inspired by the dining experience.

Graphic elements of plates represent a dining table filled with different sensory experiences awaiting consumers. The patterned background acts as a visual interpretation of a traditional wooden table, reinforcing the brand’s message of bringing the taste of home closer.

Earthy and humble spice-inspired colours create a sense of comfort and familiarity, while warm tones reflect the care Catering Solutions aims to provide through its food. The typography pairs two distinct typefaces to create contrast, hierarchy, and better readability across the brand’s communication materials.

CATERING SOLUTIONS
brand identity image
brand identity image

{ Brand Touchpoints }

We extended Catering Solutions’ rebrand across a full range of touchpoints to create a cohesive and recognisable brand experience.

The brand was applied across stationeries, packaging, marketing collateral, and corporate video to ensure every communication reflects the qualities of the rebrand. Each touchpoint was designed to express warmth, reliability, and everyday familiarity.

The rollout also extended to the website, creating a consistent experience across both physical and digital platforms. Together, these applications help Catering Solutions communicate its renewed identity clearly while strengthening its connection with the communities it serves.

Brand touchpoint 1
Brand touchpoint 2
Brand touchpoint 3
Brand touchpoint 4
Brand touchpoint 5
brand touchpoints images
brand touchpoints images

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Yulia Saksen

Yulia Saksen

Co-Founder of Creativeans
International Brand Consultant

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