Epicurean is known as one of Denver’s premier catering companies, now in its 34th year. It has grown from a small catering company to a multi-service conglomerate, offering a range of services from sports venue services, event venue offerings, special event coordination, kitchen concepts, as well as full service catering. Due to the range of these services, the brand had grown out of its “catering” classification and needed a brand restructuring to accommodate all the new offerings.
A brand strategy with a series of sub brands, each clearly defined and executed.
We started the process by breaking down all the components of Epicurean catering and reorganizing them into sub brands, each as a division of the main brand with a clear purpose and identity. We rebranded this family of entities, and developed a stronger brand identity for the main brand overall. They had recently hired a new chef to join their culinary team, so we created a brand direction around restaurant quality food and chef inspired menus as a differentiator. We created new identity packages, website, photography, truck wraps, advertisements, uniforms, signage, PR, social media, e-communications program, and new sale tools.
VENDORS: Wigwam Creative, MJAD
Branding – logo development and brand architecture. Old logo to the new logo format. Because of the many and varied business centers within Epicurean, we subdivided the brand into a main brand, Epicurean Group, with four sub brands.
Branding – logo development for the packed products, showcasing the ‘e’ mark
Identity Work – business cards, front and back. We also did e-signatures, note cards, and e-letterhead.
Website – we created a new website to express the new brand direction, landing page.
Website – we created a new website to express the new brand direction, sample secondary page.
Proposals – we created a new proposal format, and a library of customized templates for each venue and each category, to allow each proposal to be more customized and venue or category specific.
E-communications – old e-blast format and new e-blast format
Uniforms – all new wait staff and chef uniforms
Truck Wraps – we created a campaign of truck wrap “billboards” to execute over time which featured the new photography and reflected the new branding
Collateral, Gifts – recipe cards. These were part of a sales gift program which involved a new set of recipe cards each season.
Collateral, Gifts – branded recipe box. These were part of a sales gift program which involved the recipe box and a new set of recipe cards each season – which provided additional ‘reasons to stop by’
Photo Library – we developed a new photo library to showcase the new brand direction – chef driven, restaurant quality, local real ingredients