Peter Rowland is a household name in Melbourne, Australia. His company has catered for, and been associated with, major sporting events and society weddings over several decades. We were approached to re-position this iconic business with strategies for securing success well into the 21st century.
To deliver on the brief our tactical approach was twofold. The outcome of the brand process reaffirmed the importance of the company’s heritage and its reputation for excellence, but highlighted the fact that it needed to communicate in a contemporary, customer-centric way. While the second stage of the process leveraged the existing domain authority and a comprehensive SEO strategy to optimise its online presence.
Front of house the enduring elegance of luxury European hotels and antique porcelain makers’ marks inspired our brand research. Ultimately we landed on a classic black wordmark and motif which serves the broad collateral requirements. Our complementary colour palette is tight and tasteful and we commissioned new imagery to bring food to the fore. Collaborating with celebrated food photographer Petrina Tinslay and stylist David Morgan these hero shots are fresh, modern, Australian and unique to the brand.