Culinera
Culinera is the newest and freshest independently owned, education focused caterer in the South of England.
Culinera came to me to create and develop their brand identity and brand system. Since the initial work, they have expanded and now service 15+ schools in England. We have created a library of brand assets that can be implemented across their different locations across their marketing maintaining brand consistency throughout.
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Our main objective was to develop a full visual identity for Culinera that reflects its ambitious, youthful, and disruptive nature. The brand should resonate with its core audience, students and school communities, while establishing credibility and trust with school decision-makers. It must look and feel different from traditional catering providers and communicate a sense of vibrancy, creativity, and purpose.
One of the main challenges we had to address were the inconsistencies in how the brand was being applied across their various locations: spanning typography, social media, photography, awards, company events, announcements, internal presentations, and printed materials. To resolve this, we developed a comprehensive library of brand assets and clear usage guidelines, including sub-brand logos, illustrations, and patterns, ensuring a more unified and consistent brand experience across all touchpoints.
Driven by a strong commitment to sustainability and waste reduction, Culinera’s initiative to replace traditional printed POS with digital screens in their restaurants presented a unique opportunity. This shift not only aligned with their eco-conscious values but also opened a creative avenue for us to explore dynamic animation within the in-store communications. By leveraging digital displays, we were able to craft engaging, animated content that enhanced the customer experience while simultaneously minimising the environmental impact associated with paper-based materials.
Culinera operates two distinct school-focused catering branches: one tailored for primary pupils and another designed for sixth-form students. To support their primary offering, we developed a friendly character: Parker Puffin, who appears across point-of-sale materials and communications. This playful mascot helps transform everyday food messaging into something bright and engaging for younger children, while the sixth-form brand retains a more mature, streamlined tone.
