Holroyd Howe

The task

Holroyd Howe is an independent school caterer, known for their unique and family owned ethos that focuses on creating a fresh and thoughtful foodservice tailored to meet the needs of each school. In a fiercely competitive environment, Holroyd Howe wanted to keep their edge and felt it was time for a review, refresh and redefine themselves. The challenge was to modernise and evolve the identity without losing its charm, while energising stakeholders — internal and external — and future-proofing the proposition within the approach to the refreshed look and feel.

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We rearticulated the creative identity, beginning with the go-to-market look and feel, new logo and fonts, refreshed colour palettes, and a suite of food photography alongside new digital illustration and design.

The solution

Working directly with Amy Roberts, Managing Director of Operations at Holroyd Howe, the refresh project started with an immersion session that involved a mixed team of colleagues — including leadership, central functions and operations — a company-wide survey, and in-depth competitor research to fully understand and bring to life the USPs that make the Holroyd Howe way so special. We then moved on to rearticulating the creative identity, beginning with the go-to-market look and feel, including a new logo and fonts, refreshed colour palettes, and a suite of food photography alongside new digital illustration and design. We also reviewed, mapped and redefined the brand story and values, and built a new website designed to adapt with each season, which showcased the fresh produce and the creativity of the Holroyd Howe team as the cornerstones of the food ethos.

“Cracked understand our business, and they’re able to look at us with honesty and experience. The team truly listen to us within our partnership.”

Amy Roberts, Managing Director of Operations at Holroyd Howe.

The results

  • A brand-new website launched in January 2020.
  • Updated branding, a bank of photography and an articulated brand story, making communications a true reflection of Holroyd Howe.
  • Additional assets and documents, from welcome packs to PowerPoint presentations.