CATERPAK
For the unsung heroes of hospitality: the chefs, cooks, kitchen hands, cleaners, dishies, the back of house team who keep the industry moving. CATERPAK is a range of commercial grade, heavy-duty kitchen essentials made for the people who get their hands dirty.
The rebrand repositioned CATERPAK around the people who rely on it most, shifting the focus from commodity products to the hardworking crews behind every commercial kitchen. Inspired by the backstage crew, CATERPAK products are always there, reliable and essential to keeping the show running. This became the foundation for a brand strategy and visual language that puts the spotlight on those in the back who show up and get it done.
The packaging system was designed to stand out in cluttered back of house environments, making products easy to identify, navigate and use under pressure. Film references shape the visual world of CATERPAK, framing everyday kitchen staples as key players in the back of house performance. Rating-style quotes highlight product strength, while opening-title inspired packaging layouts place each product centre stage. Subtitles are used as a clear messaging device across the identity, cutting through the noise with direct, functional communication. In a fast-paced kitchen, clarity matters, and CATERPAK brings that same approach to every touchpoint.
The rebrand repositioned CATERPAK around the people who rely on it most, shifting the focus from commodity products to the hardworking crews behind every commercial kitchen. Inspired by the backstage crew, CATERPAK products are always there, reliable and essential to keeping the show running. This became the foundation for a brand strategy and visual language that puts the spotlight on those in the back who show up and get it done.
The packaging system was designed to stand out in cluttered back of house environments, making products easy to identify, navigate and use under pressure. Film references shape the visual world of CATERPAK, framing everyday kitchen staples as key players in the back of house performance. Rating-style quotes highlight product strength, while opening-title inspired packaging layouts place each product centre stage. Subtitles are used as a clear messaging device across the identity, cutting through the noise with direct, functional communication. In a fast-paced kitchen, clarity matters, and CATERPAK brings that same approach to every touchpoint.
PROJECT SCOPE
Brand Identity
Brand Strategy
Packaging Design
Creative Direction
Printed Matter
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Brand Identity
Brand Strategy
Packaging Design
Creative Direction
Printed Matter
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