ezCater:
Brand Evolution

Cooking up a new
brand identity
for a $1B company.

Founded in 2007, ezCater is the world’s largest marketplace for corporate catering. In 2019, the company was undergoing tremendous growth and many changes were being done to elevate the brand.

However, the brand identity was still the same as it was since the company’s inception. ezCater needed a refresh that will keep elevating the brand and be consistent with what they stand for.

The old identity felt a bit too formal and the color palette didn’t pair well against all the different foods that we showed in our photography. However, the brand does have good recognition amongst its customers and restaurants. Therefore, in order to preserve some brand equity, we knew we didn’t want to make a big a change to it.

We gave the typeface a makeover and used a more geometric style with a heavier weight to give a friendly modern look. We also refreshed the color palette by using colors from actual food, so that it paired well with the variety of we offer.