Zerocater
Brand Refresh
Zerocater
Personalized corporate catering and cafeteria solutions for businesses of all sizes
Logo Design • Brand Guidelines • PITCH DECKS • Photo Art Direction • Marketing Collateral • Website Design
My Role: Senior Art Director
www.zerocater.com
Year: 2022-2024
Client: Zerocater
Head of Design: Zack Dzanko
Zerocater is an innovative food technology company that transforms workplace meal experiences. As the company expanded its offerings, a brand refresh became necessary to reflect their values of customization, flexibility, and effortless service ensuring the brand resonated with the evolving needs of clients.
As part of the brand refresh, I focused on three core areas: realignment, simplicity, and focus. The goal was to update the visual identity to better align with new products and services, simplifying the messaging to highlight benefits rather than technical details. I aimed for a modern, approachable style that still honored the brand’s core values.
In my role as Senior Art Director, I worked alongside the Head of Design to redesign the logo and brand refresh. The original logo featured an origami crane, which symbolized effortless catering. This remained central but was simplified to be more timeless and versatile. We also refined the word mark to be all lowercase letters, creating a more inclusive and friendly feel.
Every touch point that was touched weaved in elements from the new modern crane which featured an up/down arrow, a nod to the rating feature of the platform. In time, we created consistency across all platforms and were able to clearly communicate Zerocater’s advanced technology, customizable solutions, and seamless customer experience.
