Randy Peters Catering Rebrand
Project Overview
Randy Peters Catering began a complete rebrand in October 2023 to refresh its identity and align its branding with the company’s legacy and vision for the future. As a cornerstone catering service in Sacramento for over 30 years, the business wanted to honor its history while modernizing its image. The leadership team aimed to embody “historical luxury” through their rebranded materials, showcasing the dedication that has cemented their reputation for high-quality catering.
The rebrand transformed every aspect of Randy Peters Catering’s branding, from their physical presence to their online image. The primary goal was to craft a timeless brand identity that reflected their legacy while positioning the company for future growth.
Outcomes
The collaboration between Randy Peters Catering and three29 resulted in:
Clear Brand Identity: The rebrand established a cohesive, multi-tiered system for all branding elements. Each element, from logos to color palettes, was meticulously designed to fit seamlessly across different mediums and use cases. The new brand identity highlighted the company’s luxurious yet approachable ethos.
Strategic Implementation: A tiered branding system was developed for effective deployment across various formats:
Primary Logo: Used for high-visibility locations like building signage and delivery vans.
Secondary Logo: Adapted for mid-size applications like uniforms, menus, and marketing materials.
Logomark: Simplified for smaller items such as stationery, pens, and social media.
Unified Online and Offline Presence: The new branding was optimized for use across digital platforms and print materials. This ensured consistency and adaptability, empowering Randy Peters Catering to maintain their aesthetic across all touchpoints.
Project Scope
The rebrand encompassed a full-scale refresh of Randy Peters Catering’s identity, including:
Color Palette and Typography: Designed to evoke luxury and timelessness.
Multi-Tiered Logos: Adaptable for a variety of uses.
Digital and Print Readiness: Ensured compatibility with online platforms and physical materials.
Website Redesign: The existing website was revamped to align with the new branding, creating a cohesive digital experience.
This effort aligned the company’s visual identity with its values, creating a lasting impression on both loyal and new clients.
How We Made It Happen
Discovery Phase: The rebranding process began with an intake meeting to uncover the company’s goals, aesthetic preferences, and brand vision. To gain a deeper understanding, the team toured Randy Peters Catering’s venues, including the Rose Room, and incorporated meaningful details like rose motifs into the new branding.
Design Phase: Mood boards, color palettes, and logo concepts were collaboratively developed with the Randy Peters team. Feedback sessions ensured that the final designs embodied their vision of “historical luxury” while maintaining the vibrant personality of the brand.
Implementation Phase: The multi-tiered branding system was strategically applied across all touchpoints. Each logo tier was tailored to specific applications, from high-visibility signage to detailed marketing materials. The cohesive system made it easy to assign branding elements to their appropriate locations.
The website redesign was carefully planned to integrate the new branding elements and optimize the user experience, reflecting the luxurious yet approachable identity of Randy Peters Catering.
Testing and Launch: Once the rebrand was finalized, comprehensive testing ensured that all materials functioned seamlessly across online platforms and print formats. The team worked closely with Randy Peters Catering to guarantee every element met their expectations before launch. The new website was launched in conjunction with the rebrand to provide a unified and updated presence across all channels.
Results
The final product surpassed expectations:
- Stronger Brand Identity: A timeless, luxurious image resonated with both long-time and new clients.
- Enhanced Visual Consistency: Cohesive branding across digital and physical platforms strengthened the company’s presence.
- Client Empowerment: The rebrand provided Randy Peters Catering with a robust framework for future growth.
- Website Redesign: A fully redesigned website that matched the new branding, delivering an elegant and user-friendly digital experience.
Through this transformation, Randy Peters Catering now enjoys a refreshed identity that honors its legacy while setting the stage for decades of success.