Vacherin

Change is on the menu

In recent years, workplace dining has taken on a bigger role, with companies realising how good hospitality can boost productivity and enhance culture. However, the sector has also faced significant challenges—from the lingering effects of the pandemic to rising costs and shifting consumer preferences.

For catering services in London, there’s a lot to manage. But for boutique firm Vacherin, these changes weren’t setbacks—they were opportunities. To capitalise on them, it asked us to reimagine its brand, positioning it as the go-to workplace caterer for London’s top companies.

The secret ingredient

Locally sourced, seasonal ingredients, top-notch service, and dishes worthy of a Michelin star are all part of what Vacherin delivers. But to stand out in such a busy market, we couldn’t just focus on these—we needed to tell its story in a fresh, compelling way. A way that would genuinely reflect its essence and appeal to both large corporations and smaller businesses alike.

There’s something magical about sharing a meal that goes beyond just eating. Delicious food breaks down barriers, deepens connections, and nurtures relationships. Vacherin understands this perfectly. Whether it’s a quick breakfast, a casual coffee, or an important client event, the team obsesses over every detail to ensure the food suits the occasion. That’s how they deliver exactly what people want, exactly when they want it—every time.

We placed that love and passion for creating food and fostering connections at the heart of the brand, starting with the promise to help organisations feed real connections.

A new recipe for success

The new logo proudly showcases its London heritage, paired with elegantly crafted typography that mirrors Vacherin’s high-end offer and meticulous attention to detail. The ‘i’ is designed to add distinctiveness and a foodie flourish.

Hero photographs capture people connecting over beautifully presented dishes, taken by the talented Holly Pickering. These images are complemented by Lily Shaul’s characterful and engaging illustrations, setting Vacherin apart from the sterile, overly food-focused imagery that dominates the sector.

The tone of voice avoids the usual industry clichés and overused hyperbole, focusing instead on genuine stories that emphasise the bond between food and people. This invites everyone into Vacherin’s world, illustrating that it’s about much more than just delicious food; it’s about everything that great food enables.

Typography supports the logo and reflects the brand’s authentic, boutique heritage. Throughout, decorative illustrative type acts as a garnish, highlighting key moments in stories and encouraging people to pause and appreciate the finer details that might otherwise go unnoticed.