Peter Rowland
Brief: Rebrand an iconic, 50-plus-year-old Melbourne catering company to bring it into the 21st century, broaden its base, and re-establish it as the caterer of choice for weddings and events.

Peter Rowland is a household name in Melbourne. His company has catered for, and been associated with, major sporting events and society weddings over several decades. When investors took the company over, they approached us to reposition Peter Rowland, with the view to it broadening into other Australian cities as well as expanding to include online delivered catering.

To deliver on the brief our strategic 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 relevant google search trends to establish a comprehensive SEO strategy which optimised the website for the desired market.

At every step of the process we were mindful of the fact that clients would range from prospective brides to company executives and event organisers with varying catering needs. Through commissioning new imagery for the website, we brought the food to the fore, photographing it simply, sensuously and evocatively, incorporating narrative and very human touches. These hero shots are fresh, modern, Australian and unique to the brand. We also recognised the importance of words to position the company as being welcoming, innovative, inclusive and slightly irreverent. This tone of voice carries through the website, including ‘Toast’, the blog, which aims to impart useful information rather than simply promoting Peter Rowland, thus further engaging the audience and reinforcing the brand’s reputation.