ezcater brand evolution

ezCater was founded in 2007, and has grown to become the world’s largest marketplace for corporate catering. In the past twelve years, many things have changed to accommodate the growth and evolution of the company, but the brand identity always remained the same. ezCater needed a refresh to keep elevating the brand that would highlight their reliability and professionalism.

It was an interesting challenge to refresh the ezCater branding. The old identity felt a bit too formal, and the color palette didn’t pair well against all the foods we displayed in our photography. Yet, the logo itself had a good recognition and was well-known amongst customers and restaurants. So how you do tweak an identity while preserving some brand equity?

We gave the typeface a makeover and used sturdier, more geometric styles in a heavier weight to give off a friendly, modern look. We also refreshed the color palette by incorporating colors from actual food, so that it paired well with the variety that we offer. Going off of the geometric shapes of the new logo typeface, we also created a new icon library that used simplified, sturdy strokes to showcase both a fun personality, as well as a reliable reputation.