From disrupted price-led player to purpose-driven growth partner
eCatering had built a solid reputation as a value-led online equipment supplier to the UK hospitality sector, but the brand had outgrown its functional positioning and was disrupted along with the whole catering industry by the pandemic. With new leadership and ambitious growth plans, Phoenix Studios helped eCatering pivot from purely transactional selling to a more strategic, emotionally resonant brand — one that champions independent hospitality operators and brings integrity to a fragmented category recovering from the existential disruption of the pandemic.
We began by identifying a clear white space: a brand that truly understood the pressures and potential of hospitality businesses — and supports them with the products, knowledge, and service to thrive. The new proposition, Backing Britains Best, reframes eCatering as more than a supplier — as an ally to caterers across the UK.
We reimagined the brand identity to reflect its renewed sense of confidence and commitment: bold typography and iconography, a modern colour palette, and a tone of voice that’s clear, empowering, and genuinely helpful. Supporting messages used catering colloquialisms such as 'Service, please!' to show an authentic insight into catering practices and rituals.
Now eCatering shows up as a champion for the industry’s catering heroes — supporting independents with the tools to run smarter, grow faster, and serve brilliantly.
From disrupted price-led player to purpose-driven growth partner
eCatering had built a solid reputation as a value-led online equipment supplier to the UK hospitality sector, but the brand had outgrown its functional positioning and was disrupted along with the whole catering industry by the pandemic. With new leadership and ambitious growth plans, Phoenix Studios helped eCatering pivot from purely transactional selling to a more strategic, emotionally resonant brand — one that champions independent hospitality operators and brings integrity to a fragmented category recovering from the existential disruption of the pandemic.
We began by identifying a clear white space: a brand that truly understood the pressures and potential of hospitality businesses — and supports them with the products, knowledge, and service to thrive. The new proposition, Backing Britains Best, reframes eCatering as more than a supplier — as an ally to caterers across the UK.
We reimagined the brand identity to reflect its renewed sense of confidence and commitment: bold typography and iconography, a modern colour palette, and a tone of voice that’s clear, empowering, and genuinely helpful. Supporting messages used catering colloquialisms such as 'Service, please!' to show an authentic insight into catering practices and rituals.
Now eCatering shows up as a champion for the industry’s catering heroes — supporting independents with the tools to run smarter, grow faster, and serve brilliantly.
From disrupted price-led player to purpose-driven growth partner
eCatering had built a solid reputation as a value-led online equipment supplier to the UK hospitality sector, but the brand had outgrown its functional positioning and was disrupted along with the whole catering industry by the pandemic. With new leadership and ambitious growth plans, Phoenix Studios helped eCatering pivot from purely transactional selling to a more strategic, emotionally resonant brand — one that champions independent hospitality operators and brings integrity to a fragmented category recovering from the existential disruption of the pandemic.
We began by identifying a clear white space: a brand that truly understood the pressures and potential of hospitality businesses — and supports them with the products, knowledge, and service to thrive. The new proposition, Backing Britains Best, reframes eCatering as more than a supplier — as an ally to caterers across the UK.
We reimagined the brand identity to reflect its renewed sense of confidence and commitment: bold typography and iconography, a modern colour palette, and a tone of voice that’s clear, empowering, and genuinely helpful. Supporting messages used catering colloquialisms such as 'Service, please!' to show an authentic insight into catering practices and rituals.
Now eCatering shows up as a champion for the industry’s catering heroes — supporting independents with the tools to run smarter, grow faster, and serve brilliantly.
