Description of the business:

For over 13 years, Encore Catering & Culinary Services has been unified under a single approach – Good Food! Good food does not have to be complicated or designed in a lab to be interesting. All of our food is prepared in-house by skilled chefs driven to make your event exceptional. Whether you need a dressed-up affair or need to strip it down, our staff can provide as much or as little as you need. 

01

Encore Catering & Culinary Services is an established business that wanted to renovate their logo and brand. They had equity in their old logo and wanted to keep the main idea of a 'bowing' chef. The chef is bowing in gratitude from the accolades of yet another (an Encore) successful catered event.

In this case, it was a matter of raising the level of sophistication, from an abstract and loosely drawn representation of a chef, to something with more detail, proportion and professionalism.

Since I had the basis for the logo, research was spent on trying different illustration styles for the chef. It was a blast sampling lots of fonts and incorporating a balance of elegant and bold typography, some with a slightly more retro look with heavy slabs, and others with a dash of dignified scripts and sharp serifs.

02

I decided to change the primary color from a dull and faded orange, to a bright and clean green, more palatable for the fresh food industry.

The green represents the fresh salads and veggies; I updated the dull yellow to a more seasoned mustard gold to represent breads, fish and flavorful dressings; the rich amber brown represents robust meats and chocolatey sweets.

Any combination of these colors would work in a smorgasbord of choices and feel fresh. A bold, beefy initial cap E is a great for the Encore as well as a counterbalance when used alone with the chef in a submark.

Some of the secondary marks are served up in a unique "bulging" square form.

03

The finished designs offer a more cultured overall look and elegance and the introduction of a logo in a roundel.

The visibility of a catering business meant opportunities to place the brand on lots of different surfaces like trucks, websites, digital signage, social media, employee uniforms, menus, emails and so much more.