Serving up a hot new corporate brand in the catering industry

CBC was asked to elevate an existing product brand – OSCAR® – into a new corporate brand embracing two product brands: OSCAR® and Puljonki®. To initiate the process, we were asked to develop a transition strategy that mapped out how best to navigate the journey from product to corporate brand.

The branding journey was further complicated by the requirement to maintain some continuity with the product brands, while at the same time giving OSCAR® a fresh identity befitting its stature as a corporate brand.

We were also tasked to develop clear, concise guidelines and templates to ensure consistent and professional deployment of the new brand identity across multiple marketing and communications collateral.

CBC believes that strong B2B brands are rooted in a deep knowledge of customers’ realities; of their daily pain points, challenges and goals. Extensive interviews with food industry professionals (chefs, restaurant owners, kitchen managers, etc.) confirmed that while there is constant pressure to deliver consistent tasting food under tight deadlines, there is also a wish not to replace chefs’ craft skills by the simple addition of ready-made stocks, sauces and so on.

CBC seized on this insight when developing its “Own the taste” concept for the new brand’s tagline. In three short words, we communicate that the OSCAR® brand is here to complement, and not replace, chefs’ skills and culinary imagination. Products under the OSCAR brand help chefs’ achieve their full potential by helping them deliver great tastes: consistently, conveniently and cost-effectively.

The “Own the taste” concept is supported by the brand’s visual identity. The chef remains the focal point, yet is portrayed in a way that combines realism with a style that is distinctively OSCAR®.