Be Friendly worked with the amazing NGO “Asylum Seeker Resource Centre” to rebrand their catering program. ASRC Catering provides a source of income for the centre, employment and training opportunities for participants; and delicious catering alternative for clients who like their heart to feel as good as their stomachs.
There were several key objectives for the re-brand: to improve awareness of ASRC Catering through creating a unique and memorable brand identity, to broaden the customer base by creating a brand identity which appeals to corporate and private functions; and to elevate the perception of ASRC Catering’s product by presenting it as a high quality product on par with the best commercial rivals in the sophisticated Melbourne food scene.
The revised brand identity combines common elements from variety of global writing systems, and conveys a sense of ethnicity without being specific to anyone region. The colour palette is earthy and foody, warm and inviting – think paprika, okra, cacao – yum!