Superluxe is the latest creation from Canterbury hospitality legends Dan Shanks and Jonny Schwass, who set out to redefine their catering and events offering. Combining quality, local produce with unique event spaces around the city, they create culinary experiences that are premium, unique and ultimately offer the unexpected. They tasked us with bringing all this together under a new name, brand and positioning.
We created a brand system that leveraged off a unique logotype, a playful and unexpected pastel colour palette, as well as a new positioning line — 'Events that bring the best together'. A range of carefully crafted brand imagery was produced to bring this idea to life. They each feature a food and beverage element alongside something a little more unexpected, such as speed dealer sunglasses, a sparkly heel, or fire extinguisher.
The imagery is applied across a range of collateral including corporate stationery, website and posters — which adorn their office walls. In application, techniques such as embossing and embroidery are used for business cards and staff aprons, elevating the brand.