Fresh Food Further
As nearly anyone who has hired a caterer for a large event can attest, what you experience at your tasting is often entirely different than what is served at the event itself. Founded in 2020, Fresh Food Further aimed to fix this common issue, ensuring that the culinary vision of its chef, Andrea Uzarowski, was executed to perfection, no matter the head count or the setting.
In 2023, after successfully launching her second business—Süti & Co. in Boulder—with Cognoscenti Creative’s creative support, Chef Andrea asked us to revisit the branding and website for Fresh Food Further. Our overarching goal was to better articulate the business’ unique value proposition, to elevate the brand’s overall aesthetic and to clearly establish Andrea’s credibility (including previous Michelin-starred experience) within the local culinary scene.
LOCATION
Boulder, Colorado
PROJECT SCOPE
Visual Brand Refresh
Brand Positioning + Copywriting
Squarespace Website Design
Photography
The Opportunity
Despite launching during the Covid pandemic, Fresh Food Further had quickly gained a dedicated following of high net worth individuals, as well as corporate and wedding clients, leaving Chef Andrea little time to focus on updating her website or brand messaging as the business expanded. Yet at the same time, her online presence was holding the business back, as it did little to market her impressive credentials or differentiate her services from other caterers. In turn, we undertook a holistic brand refresh with the goal of ensuring that her online presence mirrors the quality of her in-person services.
The Challenge
When your business strives to overturn an existing problem within your industry, client education becomes a part of your brand strategy. It was extremely important that we identify and articulate the why and how behind Chef Andrea’s unmatched catering services, illustrating what makes Fresh Food Further such a bar-setting event partner. Beyond this elevated messaging, sharing a list of Andrea’s many noteworthy clients (plus client testimonials) helped to convey the quality of her services.
The Aesthetic
Fresh Food Further already had an illustrated logo when we began this project, but the client felt that the color palette, typography and overall presentation of her brand did not match her own personal tastes. In turn, we prioritized an earthy, yet refined aesthetic, holistically refreshing her logo design, providing an updated brand style guide and redesigning her website from scratch. We also complemented an existing high-quality image library (of headshots, raw ingredients and tablescapes) with photography that focused more specifically on Andrea’s cooking and plating style.
THOUGHTS FROM THE CLIENT
“Designing the right brand concept is just as important as communicating my business’ values and mission. I’m excited to have a face and voice given to my business by Carly and Lauren. Not only did they capture the essence of what my business is about, but also left room for growth that we as a business and brand can build upon and allows for their designs and commentary to grow along.”