Just Hospitality, an independent contract caterer to leading tech clients in London, announces that beginning 1st January 2019 the company will operate under the new brand name, Fooditude. The brand overhaul signals the company’s confidence in its delivery model and plans for expansion.
On the decision to rebrand, Managing Director Dean Kennett says: “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 clients 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!”
After a competitive pitch process, London design agency Colt were chosen to lead the rebrand, alongside Fooditude’s marketing team. Together, they undertook extensive research with Just Hospitality’s clients and Board of Directors to ensure the new brand would resonate with their market and encapsulate the company’s values and strategy. Alex Chappell, Colt’s Design Director, had this to say about the rebrand: “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 than ‘Just’.”
Fooditude’s visual identity uses a bright colour palette, bold illustrations and striking patterns to characterise the brand as cheerful, self-assured and authentic. The company’s emphasis on bringing happiness into the workplace is reflected in their new tagline “Feed yourself happy”. The name itself 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, they are well-placed to cater for any business that understands the value of good food for inspiring and rewarding their staff.