Food & Beverage

Ecatering

From disrupted price-led player to purpose-griven 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 thats 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 industrys catering heroes supporting independents with the tools to run smarter, grow faster, and serve brilliantly.

#backingbritainsbest #preplikeaboss

From disrupted price-led player to purpose-griven 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 thats 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 industrys catering heroes supporting independents with the tools to run smarter, grow faster, and serve brilliantly.

#backingbritainsbest #preplikeaboss

From disrupted price-led player to purpose-griven 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 thats 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 industrys catering heroes supporting independents with the tools to run smarter, grow faster, and serve brilliantly.

#backingbritainsbest #preplikeaboss

Services

Services

Strategy

Strategy

Identity

Identity

Year

Year

2023

2023

“I often think about our journey with you. Working with Phoenix was worth the time and investment, the branding assignment helped us understand our customer, elevated us as a company and put us in a great position. I would certainly recommend this type of work as it's more than just about the branding itself, it's the future of the business. Post pandemic was not a good time for the whole hospitality industry, the repositioning and brand has been a major contributor to where we are today."

Duncan Evershed

Managing Director

Real Estate

Thirty High

Real Estate

Thirty High

Real Estate

Thirty High

Industrial Safety

REGALTAG

Industrial Safety

REGALTAG

Industrial Safety

REGALTAG

Food & Beverage

Domori

Food & Beverage

Domori

Food & Beverage

Domori

Stay in touch. Subscribe to our updates.

© Phoenix Studios 2025

Stay in touch. Subscribe to our updates.

© Phoenix Studios 2025

Stay in touch. Subscribe to our updates.

© Phoenix Studios 2025