Foodfolk — originally Perth Inflight Catering — began as a small family lunch bar. Regularly visiting pilots suggested the team’s quality could far outshine airline meals. Ten years later, Foodfolk were providing in-flight catering, eventually becoming Virgin Australia’s exclusive caterer in WA.
The new business would be pitching for a national contract with Virgin and expanding its offering at scale. After a strategic brand repositioning and re-naming with Juicebox, the brand needed to exude a vibrant personality and communicated its central message, “good food for good folk”.
As Perth Inflight Catering, the business’s branding was flatly corporate with little connection to the fresh food and humility central to their roots. With a new name, we completely reimagined Foodfolk Australia with a vibrant primary palette and lively secondary colours that appealed to the businesses Foodfolk catered to, as well as the end consumer.
The brand is brought to life with playful food illustrations in a modular system signifying the in-flight catering box, with an opportunity to leverage for future brand experiences.
Project credits
- Brand Strategy
- Brand Identity Design
- Iconography
- Packaging Design
- Anthony Nankervis
- Joel Pember
- Vaughn Hockey
- Chris Nelson
- Brand Strategy
- Brand Identity Design
- Iconography
- Packaging Design
- Anthony Nankervis
- Joel Pember
- Vaughn Hockey
- Chris Nelson
