Where Hospitality Meets Heritage:
Building a Legacy Brand as Refined as Their Client Experience
For this project, the goal was to create a legacy brand that honors the company’s roots and long-standing reputation while elevating its presence to reflect the luxurious, full-service experience they provide.
As a high-end catering company, their value lies far beyond the food. They anticipate their clients’ needs, curate thoughtful experiences, and deliver events with intention and care. Every detail is considered, and every interaction feels personal. I wanted the brand identity to reflect that same level of attention and refinement.
The Challenge:
After 35 years of delivering exceptional service, this established catering company needed a brand identity that matched their reputation for sophistication and meticulous attention to detail. Their existing brand didn’t reflect the luxury-level hospitality and thoughtful curation that clients experienced when working with them.
The Strategy:
We didn’t just build a brand—we bottled the feeling of being impeccably cared for. Inspired by hospitality heavyweights like Ritz-Carlton and Nordstrom, our approach was to translate the clients signature white-glove service into a visual identity that feels as polished and thoughtful as their events. Every detail was designed to echo their intuitive, above-and-beyond client experience—elevating them from catering company to luxury hospitality brand.
Positioning:
From caterer to experience curator
Brand Personality:
Timeless, luxurious, established, thoughtful
Key Insight:
Their value lies far beyond the food—they anticipate needs, curate experiences, and deliver with intention.
Creative Direction:
Heritage meets modern sophistication
The Vision:
Craft a legacy brand that operates like their service model: thoughtfully curated, intentionally crafted, and personally meaningful. Every brand touch point should feel as considered and refined as every client interaction they deliver.
Using the Logo as the
Brand’s Foundation
We began with a clear vision: timeless heritage meets luxury hospitality. The logo became our cornerstone. Not just a mark, but a seal of trust. Designed to feel official and enduring, it evokes the kind of emblem you’d expect from a heritage institution, it’s a visual promise of quality and care. From there, everything else followed. Typography, color palette, tone of voice, each choice was crafted to echo the logo’s quiet authority and polished presence. The result is a cohesive brand system where every touchpoint feels elevated, intentional, and unmistakably Randy Peters.
The Power of Typography in Legacy Branding
Typography is the silent ambassador of your brand—it speaks before your customers even read a single word. For businesses seeking to establish lasting legacy, the choice of typeface becomes a fundamental pillar that can elevate or undermine every other design decision.
For our catering client, we deliberately selected type families that communicate heritage, refinement, and enduring quality while transcending fleeting design trends. This thoughtful approach doesn’t just make the brand look good; it makes it feel established, trustworthy, and enduring. These are exactly the qualities clients seek when choosing someone to cater their most memorable moments.
The Emotional Power of Color
Color is the emotional heartbeat of a brand—it triggers immediate feelings and associations before logic even enters the equation. The right color palette can instantly communicate luxury, trust, and sophistication, while the wrong choices can undermine even the most thoughtful design.
For our catering client, we selected a palette rooted in luxury: emerald, navy, and merlot. These deep, rich hues evoke the elegance of fine dining and premium experiences while feeling timeless rather than trendy. The secondary palette of gold, off-white, and peach provides essential contrast and harmony, ensuring the brand feels both sophisticated and approachable, perfectly balanced for a business that caters life’s most important celebrations.
