Great Performances Branding


Great Performances is New York City’s premier catering and events company, enhancing celebrations with delicious and seasonal food, creative design, and professional service. They came to us with a desire to refresh the brand look and feel as the company has developed and changed over time. The intention of rebranding was to not only represent the company, but to also address the hand-made, human touch aspects of food preparation and presentation that are so integral to the company. The tagline “celebrate food” became the inspiration behind the process of thinking about the brand and creating the logo.


Making Art From Food

There is great care, craftsmanship and quality found in the work at Great Performances and these are the qualities that we looked to achieve in the logo. Their many dishes appear intricately composed, appearing almost as edible art pieces. We wanted to create a logo that embodied the elegance, texture and quality of the Great Performances’ dishes; something that is delicate, colorful, and versatile - and naturally, we began creating art made of food ourselves. We explored the various ways we could paint and draw using food. The approach for the logo was to paint swatches of a Demi-Glace as if on the edge of a perfectly composed plate. The logo, like any dish, is custom, handmade and not always exactly the same. We created a series of logo options using different Demi-Glace strokes and color variations, which parallels the creation of these dishes. If the logo we created doesn’t exemplify “Celebrate food”, we don’t know what does.



Client: Great Performances



Brand Strategy, Logo Design, Brand Guidelines, Graphic Design


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