food show

Food Show is one of the last remaining privately-owned event catering companies in London, serving high-profile clients since the 1980s. Still proudly independent, they’re known for their chef-led approach and devoted team — some of whom have been with them for decades.

As the industry has evolved, Food Show recognised the need to refresh their visual identity and digital presence, bringing their outward image up to the standard of their quietly excellent food and service.

Our brief was to create a modern, elegant brand and website that would position Food Show for the future — sophisticated but not showy, confident but never arrogant. At the heart of their identity is their unwavering commitment to quality and provenance, and a passion for seasonal, sustainable ingredients. We wanted the new brand to reflect that ethos in an authentic and original way.

We defined a warm, neutral colour palette anchored in sage green — a subtle nod to sustainability and freshness — and paired it with a modern serif logotype that celebrates their London heritage and longevity.

A RECIPE FOR MAGIC

A new tagline, A Recipe for Magic, became a unifying thread for the brand, capturing the inventive, joyful spirit of Food Show’s menus and the behind-the-scenes magic crafted by Patron Chef Max Uyanik and his talented team.

Victoriana-style botanical illustrations and delicate design flourishes add a layer of sophistication and historical depth to the brand, while Max’s handwritten notes and whimsical culinary musings — sometimes barely legible, always heartfelt — are woven throughout the brand language, giving a human touch to the refined aesthetic.

We also evolved the original apple mark from the company’s early years, transforming the ‘O’ in the new logotype into a minimalist symbol that subtly references the original while feeling completely fresh and contemporary.

The final result is a brand identity that celebrates Food Show’s past, reflects who they are today, and positions them confidently for the next chapter in their story — blending heritage, artistry and culinary craft into a visual recipe that feels both timeless and distinctly modern.