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food show logo lockup in cream and grey on a cream and green background
food show logo mark in green in a repeat pattern on cream background

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.

A Recipe For Magic

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.

Photo montage of plates of high end food and wedding venues with the food show logo lockup on top
Food show website pages iphone mockup on olive green background
food show long website on an iphone mockup on a cream background with hand written light grey quotes going off the page
hand drawn vintage illustration of a food court in grey on a cream background
Green background with cream typography and food show logo mark with cream quotes on each corner