Food Show stands as one of the last remaining inde­pen­dent, privately-owned event catering companies in London, proudly serving clients since the 1980s. As the industry has evolved, they recog­nised the need for a rebrand to stay com­pet­i­tive and reflect their enduring com­mit­ment to excel­lence.

Our challenge was to craft a fresh visual identity and a cutting-edge website for Food Show, balancing sim­plic­i­ty with sophis­ti­ca­tion and con­fi­dence with humility. Food Show proudly cel­e­brates its rich heritage and inde­pen­dent spirit without boasting. With a unique Chef-Led approach and a devoted, long-standing team, Food Show is all about the quality of its food and the ded­i­ca­tion of its people. The dishes showcased at tastings mirror the authentic fare served at their events, metic­u­lous­ly prepared and presented by their trusted culinary team.

We defined a neutral colour palette, anchored by a sage green, to reflect Food Show’s com­mit­ment to sus­tain­abil­i­ty and its focus on prove­nance, quality, and seasonal ingre­di­ents. Our design features a refreshed logo lockup that high­lights their location and rich history, and coined a new tagline, ‘A Recipe for Magic’ which pays tribute to the inventive menus crafted by Patron Chef Max Uyanik. To blend con­tem­po­rary aes­thet­ics with a touch of elegance, we paired modern design elements with Victoriana-style illus­tra­tions, adding a layer of sophis­ti­ca­tion and his­tor­i­cal depth to the brand.

Handwritten recipe notes and whimsical quotes from Max, artfully scribbled (and not nec­es­sar­i­ly needing to be legible) infuse a personal touch into Food Show’s new identity. We also evolved their original apple logomark by using one of the ‘O’ letters from the updated logo, seam­less­ly tying together sim­plic­i­ty and sophis­ti­ca­tion in a cohesive and elegant design.