Foodsmiths

The word 'smith' is synonymous with craftsmanship, skill and beauty. A smith is a master of their field — and a Foodsmith is no different. I was approached to create a brand that personified this in a powerful, effective way.

Foodsmiths is a London-based catering business specialising in crafting amazing food for the UK's most celebrated venues and occasions — entertainment venues, heritage attractions, sports stadiums and corporate events.

The brief was to build a brand that could support the business from grab-and-go food outlets right through to high-street restaurants. A comprehensive, total brand solution was needed: a new logo and corporate identity, brand essence and personality, through to restaurant collateral such as signage, wall graphics, and even custom greaseproof parchment, tickets and aprons.

I centred the brand on Foodsmiths' three core values — Provenance, Craft and Quality — mirrored across every communication, with the business's story and philosophy positioned front and centre. To bring credibility and authenticity, I showcased the people who bring the food to life, from the barista to the baker and beyond.

Craft is the all-encompassing code of practice: expertly prepared, beautiful food, hand-made with a focus on flavour, not the time it takes to make. Quality is the golden rule: from behind the scenes to front of house, customer satisfaction runs through everything. Provenance is the brand story: properly sourced ingredients, with the origin of every ingredient central to the integrity, quality and sustainability of the menu.

By working closely with Foodsmiths and delving into their history, personality and offering, I created a complete brand identity that truly speaks to who they are and what they offer — one they can stand behind with confidence for years to come.