Bonbon ingredients for Jill Bartlett identity

Bonbon London has cooked up an identity for Jill Bartlett, an in-house catering company that launches this week.

The work, which encompassed the creation of a marque, selection of colourways and art direction of photography, rolls out this week across stationery and a range of communication materials, including a press launch invitation, a brochure and a website, The identity will also be applied to the company’s marketing material, interiors and packaging on an ongoing basis.

Company founder Jill Bartlett says she briefed the consultancy to create an identity that would challenge people’s perceptions of in-house catering. ‘The image of the industry is pretty poor. When you say “in-house catering”, people tend to think of an old, school-style canteen with lumpy mashed potatoes and dinner ladies,’ she explains.

Bartlett says the company aims to provide ‘professional, bespoke’ service in ‘home-from-home environments’. Food offers will be ‘simple and handmade with care’.

Bonbon London co-founder Sasha Castling says that, following name exploration work, the group went with a typographical marque that ‘personalises’ the company in an industry awash with ‘cold, masculine’ names – and aligns it with the ‘bespoke’ approach of high-fashion signature brands such as Stella McCartney.

Yellow, brown and white colourways emphasise the ‘honesty and simplicity’ of the offer, she adds.

Bonbon London was appointed to the work last June. There was no pitch.

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