BE Catering Brand Identity
Who would love delicious food, made with the freshest of ingredients, delivered to your home for your get together? This is the service BE Catering offer to their customers.
The founders, Barry and Enda, are extremely passionate about creating and serving excellent food. Barry is a trained chef and Enda manages the premium food service on board Business Class flights. They care not only about how their food tastes but also how it looks and appeals to customers.
Why now?
The year 2020 has shown that people still crave spending time with their families, there will always be occasions to celebrate. People are comfortable entertaining in their homes but would like to treat themselves and have someone else to look after the food preparation and cooking. Barry and Enda take away the stress of catering at home, they deliver and set up the food presentation in the customer’s home.
All part of the service
Prior to a customer’s event, Barry and Enda will arrange an appointment to discuss the selection of food and dishes for the occasion. BE Catering will come to the customer’s home to present the prepared food, ensuring minimal disruption for customers and enabling them to enjoy their occasion without stress. When the event is over BE Catering will collect any dishes or presentation props, it’s all part of the elevated service they offer.
Getting to know the target market
Based in Westmeath, Barry and Enda identified a gap in the midlands market where there is a limited selection of premium catering services.
I worked with Barry and Enda to explore their target market in the initial phase, this was essential to the brand positioning before any design could begin. Further research uncovered that potential customers are double income professionals who enjoy travel and eating out. They like exploring artisan cafes, bistros and love to try out the newest restaurants. When they are not going out they like to entertain in their own homes, they have the space but little time to cook. Potential customers want to impress their guests by serving high-quality food while also creating a wow factor both in the presentation and taste.
Creating the brand identity
BE Catering stands out as a superior home caterer with values that include modern, friendly, on trend, well-travelled and sophisticated. I designed a brand identity that plays on the food service concept, with an elegant and modern treatment of the lettering and symbol. The understated colours of warm plum and tangerine complement the food photography used on the key social media channels—Instagram and Facebook.
I also created a graphic pattern to expand the visual identity across a range of packaging and food wrapping elements. Given the changeable nature of creating custom dishes and sourcing seasonal food, I designed editable menus for Barry and Enda to the update details when and as they need to.
“When we first engaged with Marie we were not sure about how or where to start. We had a small business idea but had no experience in how to appeal to or attract our target market. Marie helped us to define our target market by asking us questions about our business idea, the types of customers we thought would use our service and the look and feel we wanted to achieve. When we had our zoom call with Marie a couple of weeks later we were blown away at how she had ‘got us’ exactly! She managed to pull all of our thoughts into design ideas which matched exactly what we wanted but were unable to articulate.
Marie included all of the target market profiling, the brand positioning and design concepts in a single presentation which joined all of the dots. We had a number of design options to choose from, all of which we loved, but one jumped out at us and it was an easy decision to select. We are in business a number of months now and our brand is targeting the exact audience we had hoped to attract. We are getting lots of positive feedback on our branding. Marie is a pleasure to deal with and made this whole process painless and easy for us.”
—Barry McEvoy Co-founder of BE Catering—
