Brand & Website Redesign: Aligning Cauli's image with their identity and industry leadership

Cauli had organically grown to become their industry's largest player, but their brand and website remained unchanged from their early days. This misalignment failed to communicate their true scale and capabilities, and created a disconnect between their market leadership and perceived credibility.

Through strategic redesign, we elevated their brand to match their status in the sector, establishing them as a credible, trustworthy business partner.

New Logo Moving away from the word "box" which didn't suit anymore what Cauli is - a system, not a box - the brand is now just "Cauli".  With a simple alteration of the C, we subtly yet efficiently symbolise what Cauli is at the core: a circular reuse system. 

Poppins, with a twist We kept the old primary typeface, Poppins, but improved its look with a double-storey a, reminiscent of the old logo, and adjusted letter spacing and line heights. This makes the font look more modern and unique.

Yellow & Purple, refreshed We kept the yellow with a complementary colour palette - a recognisable asset of the old brand - but making it more vibrant and complete.  The purplish-blue brings a vibrant, bold and techy twist to the old purple. Blue is also associated with satefy, reliability and intelligence in brands. The warm off-white, as background, makes the overall composition softer on the eyes. With an earthy, natural tone we give a hint to the spirit of sustainability behind Cauli. The yellow compliments the palette to make it bright and fun overall.

New imagery The rebrand included art direction for a new set of images. The idea was to compliment the new brand with contextual photos, showing the system in use in bright and dynamic ways. 

Brand in use

The Website ↗ was restructured, the copy was re-written and optimised, and the design was updated with the new branding. 

Two-sides for two types of visitors: food businesses (clients) and users. 

Adding interactivity, in particular an impact calculator. 

Crafting a smooth experience with a simple and professional interface, where information is easy to find, on all devices.

In alignment with the sustainability mission of Cauli, the website was designed and optimised to achieve a Carbon Rating of B (compared to F for the old site) - better than 64% of web pages globally.