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.