FMCG Retail
Client Brief
Caterwise (Tarura Trading) were referred to me through a previous client, and were looking to update their brand identity after ten years of using their old logo (shown to the right).
The new identity needed to be easily extended to packaging such as plastic bags & tin products, work for exterior branding and be suitable for embroidering on uniforms.
Contents
- Persona
- Visual Foundation
- Logo Versions
- Colour Palette
- Brand Patterns
- Typography
Brand Archetype
The Provider
A blend of the Caregiver and Warrior/Hero archetypes, Caterwise is a reliable, no-nonsense powerhouse partner to traders, retailers and everyone in between, who depend on price and consistency.
Keywords
Partner, Provider, Backbone, Relentless, No-nonsense, Honest, Efficient, Accessible, Variety, Competitive
Caregiver
Driven by generosity, care, and reliability “customer comes first,” fair leadership, treating staff well.
Warrior
Competitive, ambitious, and disciplined – “run 100 staff like a military operation,” “a bully on price,” aiming to beat all competitors.
Attitude
Caterwise is the silent giant behind the scenes—a powerhouse provider of everyday goods, driven by hustle, honesty, and hardcore price competition. More than just a wholesaler, it’s a partner beyond the plate for traders, retailers, and families alike.
Visual Foundation
The Cloche based logo consists of three key elements, representing the nature of the business. The “C” shape representing “Caterwise”, the cloche serving dish which represents the service oriented nature of the business and the ability to supply both industrial scale customers and general public alike. Finally we have the olive to preserve a connection to the original logo and symbolise prosperity.
All of these elements combined create the Cloche Logo.
"C" Shape from Caterwise
The Catering Cloche
The Olive Shape
Logo Versions
The primary logo was designed to be clean, scalable, and easily applied to packaging and branding material. It balances heritage with modern simplicity, making it suitable for both print and digital use.
Colour
The colour swatches are broken down into four columns:
1. Dark and light (registration black and white.
2. This column features your main colour options.
3. This column is your “steel/silver” metal group of colours which combine in gradients to create the stainless steel/silver effect.
4. This column is your “gold” metal group of colours which combine in gradients to create the gold effect.
Hex : #06344F
RGB: 06 | 52 |79
Hex : #07456A
RGB: 07| 69 | 106
Hex : #0A5353
RGB: 10 | 83 | 83
Hex : #231F20
RGB: 35 | 31 | 32
Hex : #5E6B69
RGB: 94 | 107 | 105
Hex : #858E8D
RGB: 133 | 142 | 141
Hex : #C3922E
RGB: 195 | 146 | 46
Hex : #FBC926
RGB: 251 | 201 | 38
Hex : #F4E09C
RGB: 244 | 224 | 156
Hex : #730303
RGB: 115| 03 | 03
Hex : #BF3604
RGB: 191 | 54 | 04
Hex : #F2AC57
RGB: 242 | 172 | 87
Hex : #485654
RGB: 72 | 86 | 84
Hex : #B3B4B4
RGB: 179 | 180| 180
Hex : #D4D8D3
RGB: 212 | 216 | 211
Hex : #E2C675
RGB: 226| 198 | 117
Hex : #FBCC34
RGB: 251 | 204 | 52
Hex : #FFE89B
RGB: 255 | 232 | 155
Typography
Wordmark Font
Montserrat (TT)
A modern geometric sans-serif typeface crafted to combine urban sophistication with clean, contemporary lines. This font is structured and versatile, with a confident presence – ideal for conveying clarity, innovation, and approachability.
Body Text Font
Myriad Pro
A modern sans-serif typeface designed to embody clarity, versatility, and approachability. Known for its clean, humanist design, this font strikes a perfect balance between simplicity and professionalism, making it an ideal choice for projects requiring a contemporary yet timeless appeal.
Brand Pattern
The brand pattern is an overlapping grid made from the core cloche shape.
This pattern is applied with subtly to maintain a high quality appearance, used to create depth and add movement or texture.
When using this pattern on large backgrounds, it is applied as a gradient transparency mask.
Contact Us
Opening Hours
Monday – Friday
9am – 5pm
Closed on Weekends
Contact Information
+263 780 255 256
Address
Greendale, Harare, Zimbabwe