Blend is a wedding and event catering company for passionate, entrepreneurial food lovers that gives clients the benefits of a diverse and expansive menu that accurately represents them and cuisine that pushes the boundaries of modern catering trends through integrity-driven customer service and organized logistics unlike other food catering companies with limited menus, traditional dishes, and one-dimensional options

Problem: Blend Catering came to us feeling disconnected from the brand and felt like the logo was outdated. At the highest level, they wanted to appeal to more high-ticket clients and be able to sign fewer clients at a higher price.

Goals/Requirements: • Create a brand rooted in a husband-wife team with a love for cooking. • Make their current brand feel more upscale with a logo and supporting design assets such as menus, contracts, van wraps, and letterheads. • Make an indestructible brand strategy that goes beyond money and metrics so the client feels connected to their brand and doesn't change it in another five years.

Logo: The culture at Blend embraces unconventionality and harbors creativity. A slight gap to the “E” represents the constant desire to be different. The bent gaps between the“B” and “D” represent innovation. A simple, minimalist option.

Moodboard + Imagery: A high-end, minimalistic aesthetic with a focus on creative cuisine can be seen throughout the imagery. White and earthy tones represent authenticity and seasonality. Bright, fresh, innovative, and creative.

Colors: An analogous color palette inspired by the heavenly natures that Nevada and Lake Tahoe have to offer. Culinary-inspired notes of blue and green with subtle nods to elements of the northern Sierra beauties. Blue is the color of innovation. Green is the color of creativity.

Blend has fully booked out weddings for 2023, with a significant increase in high-ticket client bookings. Blend has also reported less sticker shock about overall pricing during consultation meetings with potential clients.

This was my first full-service brand strategy for a company the size of Blend. I loved every minute of designing their new brand and helping them find their voice and vision!

If there was anything I would do differently, I would probably suggest more design assets to truly make clients feel like they are the upscale brand such as welcome guides, thank you gifts, etc. Of course, this has to do with the client's budget overall.

*Project made with Muse Group Marketing.