Whisk Catering
InceptionU Project Overview
Successful catering business in Edmonton needing a full brand re-design.
Objective
Re-design the website and logo including a more responsive design, an online ordering function, customer reviews, and contact form for two different user personas.
Timeline
14 days.
User Personas
A) Busy administrative professional ordering office lunches on a weekly basis. This persona wants to quickly choose between multiple options and select the delivery date and time.
B) This user persona is responsible for planning multiple, large scale catered events throughout the year and their goal is crafting unique experiences for their guests, including staff, rentals and custom menus.
tools
Competitor Research
Wix
Graphic Design
Full-Stack Design
UX
Logo Design
Branding
Copy Writing
Content Creation
Current Whisk Catering Logo
Current Whisk Catering Website
Process
Colour Palette
The new colour palette for Whisk Catering was designed to refresh the brand’s image and create a modern, inviting feel. The updated colours were chosen to convey a sense of sophistication and gourmet quality, reflecting the high-end catering services the brand offers.
I wanted a bold, classic, simple look which I achieved by only using 3 colours for text and background: Rust (#B85423) Black and White. This also allows the user to focus on the food photography.
Outcome
Logo
The original Whisk Catering logo was outdated and the colour was drab and uninviting.
The new logo for Whisk Catering captures the brand’s modern, gourmet approach to catering. The modern design aligns the logo with the company’s high-end gourmet offerings. The whisk icon emphasizes the culinary aspect of the brand, while the clean typography ensures the logo is versatile and recognizable.
Website
Due to the two week turnaround time for this project, I chose not to spend time building a wireframe, and instead I built the whole website in Wix.
The first thing I wanted to change was the readability on the original website, and it was instantly improved with the new black and white colour scheme. I wanted the main page to emphasize the logo, and then as the user scrolls down, to pull attention the hero image. Since food is the focus, I added a gallery to the main page, and included reputable past clients to build user confidence and trust in the brand.
The redesigned Whisk Catering website features a fresh, modern layout that enhances the user experience and aligns with the brand’s identity. This version incorporates clean visuals and streamlined navigation, making it easy for users to explore catering services, menus, events and food delivery. The redesign represents a significant improvement in both functionality and branding for Whisk Catering.
Included is an “About Us “page to focus on the owner and personalize the craftsmanship aspect of the brand. To satisfy User Persona A ordering lunch for the office every week, there’s now an online ordering function so they can place a quick order and get back to work. User Persona B now has a separate page for event planning, with seasonal catering suggestions and a button to take them directly to the new “Contact Us” page.
Quick note: most of the photos on the website were taken from the Whisk Catering instagram page and are low quality. If I were to publish this website I would suggest professional food photography to the client.
