London contract caterer, Just Hospitality, has announced the company is rebranding to Fooditude as of 1 January 2019.
Over the past six months Just Hospitality’s marketing team has been working with Colt, a design agency that specialises in branding and identity, whose remit was to audit the Just Hospitality brand and create a brand that represented what the company is trying to achieve as a business.
Extensive research was carried out with the company’s clients to better understand what they thought about the existing name and brand. The overwhelming consensus was that the brand needed an update and did not match the breadth of its services.
Alex Chappell, Design Director at Colt, said: “It became clear pretty early on in the process that Just Hospitality’s existing brand undersold the breadth of services the company offered and the passion with which they deliver it – in short, Just Hospitality was much more then “Just’.”
As a result of the research, the company’s new visual identity uses a bright colour palette, bold illustrations and striking patterns to characterise the brand as cheerful, self-assured and authentic, with the new tagline “Feed yourself Happy” reflecting Fooditude’s emphasis on bringing happiness in the workplace.
The Fooditude name is defined as an individual or collective with a passion for creating healthy food that provides people with joy. This language speaks to Fooditude’s belief that in the fast-paced London food delivery market, it is “well-placed to cater for any business that understands the value of good food for inspiring and rewarding their staff”.
Managing Director Dean Kennett said: “The new Fooditude name and identity better represents our company’s core business and ethos which is all about bringing happiness into the workplace through our food. The fresh new look reflects the company we strive to be for our employees, our board of directors and our other business partners. We really envision the rename and rebrand as a significant step towards making Fooditude the most exciting people-focussed caterer in London!”