With a track record of more than 10 years in the market, a catering service is faced with the need to take a further step to reinforce its value proposition. Several strategic decisions are taken in order to encapsulate this new purpose: a new name, a more premium positioning, a new visual and verbal narrative, organisational changes…

Everything is designed to convey a clear message to the market: years of experience have provided them with the expertise to be at the forefront of the category: gourmet catering like never before.

Against this backdrop, the positioning strategy was redefined, creating a distinctive purpose and personality, reflected in its identity and in the language of communication. A new name crystallised: Deleitte, together with a revised narrative, claim, and style guide.

• Convey a message of innovation, evolution, and maturity to the market with a distinctive touch of premiumness.

• Search for greater recognition among the multitude of proposals in the category. 

• Update naming and visual identity with a more human proposal, with values of sophistication, naturalness, and familiarity.

• Create a unique visual universe which distinguishes it from the rest of the caterers in the area.

• Unify brand discourse in messages, tone, and style to optimise resources and consolidate positioning.

 • Clearly demonstrate the entrepreneurial character and the willingness to serve of its promoters.

The most important work was the preliminary study alongside the promoters and the project management team to gain first-hand knowledge of the driving forces and levers for growth which could be activated. Trust, professionalism, and sophistication became vectors to be transmitted in each manifestation of the brand.

This task of understanding crystallised in a name which embodies the delicacy, subtlety and focus of attention perfectly: Deleitte.

This double "t" activates a graphic which renders it more distinctive and unique. Not only was the intervention aesthetically pleasing, but it also delved deeper into the discourses, narratives, organisation of the culinary proposal, information, and communication milestones so that the client would always perceive a uniqueness of messages, tone, and style.

By using these resources appropriately over time, both visually and narratively, we are able to forge the perception of the audience.

Reflecting pleasure through the senses as a brand cornerstone is the underlying concept behind this proposal. To offer a truly sensorial gastronomic experience coupled with exemplary service.

In this rebranding, typography takes centre stage by using a modern-looking Victor serif typeface which exudes personality and character, thanks to its sensual, appealing forms of contrasts.

In order to give greater depth to the brand and to provide it with elements with which to build a solid, reinforced architecture, we created a seal to be incorporated into some applications.

We extracted the unique, distinctive part of the logo and configured a monogram based on the letter T.

The graphic universe surrounding the brand enhances the naturalness of the ingredients and raw materials. A minimalist intervention, with macro close-ups, to highlight details and show the product from a different perspective. The use of black and white adds elegance and premiumness.

The various applications amplify the brand space and provide a captivating visual narrative.