Problem
Catering company Knifey Spoony needed a way of communicating that was in keeping with its ‘less-than-corporate’ ethos and which would help the business stand out from its rivals.
Response
A playful ‘vocabulary’ of words, friendly rounded typography and set of T-shirts, badges and event collateral combine in a visual identity to present a company with a light-hearted personality.
Result
The new brand has helped Knifey Spoony cement its leading position in the market and has captured ‘what Knifey Spoony is all about’.
Knifey Spoony provides large-scale catering for crews at music festivals across the UK. The company wanted a witty and contemporary brand image appropriate for a firm specializing in music events. The identity needed to be in keeping with the company’s ‘less-than-corporate ethos’ and also help differentiate the business amongst rival catering groups.
In terms of graphic treatments, design consultancy Curious created a visual identity that references music, catering and the company’s name by combining knife and spoon symbols into the shape of a double quaver. A rounded, friendly and bold font was selected for the company’s typography and the project also included the design of branded T-shirts, badges and event collateral.
But the designers also worked on Knifey Spoony’s ‘tone of voice’ – they way it uses language to communicate to its customers. The name Knifey Spoony was extended into a vocabulary of ‘owned’ words, so that a full English breakfast became ‘A sausagey, bacony, eggy, tomatoey, beany full English breakfast’.
The resulting brand is charming, playful and with a gently irreverent personality that is markedly different from standard festival catering branding. According to Knifey Spoony director Paul Raed, the work has helped to cement the company’s leading position in the festival catering.
‘The brand identity created by Curious really captures what Knifey Spoony is all about. They’ve come up with eye-catching and fun designs and language that are in totally in tune with our offering and there is something gloriously silly about the use of the superfluous ‘y’ beyond just our name. The result is a strong platform from which to continue building our brand,’ says Raed.
Designers
Curious www.curiouslondon.com