As one of the leading events and catering companies in the South West, Fosters have been turning special events into extraordinary occasions for more than 60 years. Looking to highlight their wealth of experience, deep expertise and enduring relationships, they partnered with us to redefine their strategy and reposition their branding.
To really understand Fosters and uncover what makes them unique, we began by thoroughly immersing ourselves in their world through a series of in-depth workshops, interviews, and brand and competitor audits. We dived deep into every aspect of their business – from their events, experience and knowledge, to their clients’ opinions and motivations, as well as Fosters’ exceptional food and drink offering, local suppliers and sustainability credentials.
Our research revealed that we needed to develop a brand that would capture their creativity, relationships, and the warmth and expertise of their teams. We brought it all together in a purpose driven brand idea: ‘Fostering Joy’.
Our new brand positioning informs every aspect of Fosters’ visual and verbal identity, with a flexible brand that is supported by a suite of vibrant assets reflecting the joyful experiences their create. We developed a new wordmark, supported by an ‘F’ stamp which provides a connection to their former brand identity. For typography, we paired a characterful serif typeface with a contemporary san serif font, and added a handwritten typeface for a more human touch. We also developed a vibrant colour palette inspired by the rich natural ingredients they use in their catering.
Creating the sense of a joyful experience, our case study photography shows guests enjoying the events and food. To bring to life the warmth and friendliness of their team, we introduced portraits showing each member with their favourite food or drink – all highlighting the pleasure of working with Fosters.
We also developed a suite of imaginative hand-drawn illustrations depicting natural ingredients, cooking utensils and drinks. Used across print and digital, they help highlight Fosters’ creativity and warmth in a playful and engaging way.
The new website brings to life the joyful experience of partnering with Fosters. Our moodboard-inspired visual approach features overlapping images and illustrations, highlighting their abundant creativity. The website was designed with flexibility in mind, using module blocks to enable their team to easily add content and create new pages in the future.
Our work perfectly reflects Fosters’ new brand proposition. To support their distinctive new brand identity into the future, we developed a toolkit of assets and guidelines that enable their team to communicate their brand with energy, creativity, flexibility and consistency across multiple channels.