Brand refresh and lead-generating website
Cape Cuisine is a food and dry goods supplier serving the catering industry in the Western Cape. The company commissioned a brand refresh and a new website to strengthen their marketing and attract more restaurant clients.
The project combined brand strategy, identity design, and a lead-generating website designed to support long-term business growth.
Cape cuisine
Creative lead
Brand identity, website design, and online marketing
Turn the website into a high-performing digital sales channel.
Over time Cape Cuisine’s marketing materials had evolved inconsistently, resulting in a fragmented brand identity and unclear visual communication.
The goal of the project was to create a cohesive brand foundation that could support future marketing initiatives while helping the business:
The solution needed to work across both print and digital touchpoints.
The project began with a research phase to better understand the competitive landscape and customer expectations.
A visual audit of competing suppliers helped identify opportunities for Cape Cuisine to differentiate its brand.
Interviews were conducted with several of Cape Cuisine’s top hospitality clients, including luxury hotels such as:
• The Mount Nelson
• The Table Bay Hotel
• The Twelve Apostles
These conversations helped uncover how purchasing decisions were made and what customers valued most in a supplier.
Insights from the research informed the brand positioning and marketing strategy.
The redesign focused on creating a clear visual foundation and scalable marketing system.
A refreshed visual identity was developed, including:
These elements created a consistent brand language across marketing materials.
The project included the design of multiple brand touchpoints such as:
Together these elements helped strengthen brand visibility across customer interactions.
The website was designed as a lead-generation tool that could support Cape Cuisine’s sales efforts.
Key goals included:
SEO-friendly copywriting and Google Analytics were also implemented to support ongoing marketing efforts.
The project established a cohesive brand foundation and digital presence designed to support Cape Cuisine’s long-term marketing strategy.
Although the work was completed more than a decade ago, the website continues to generate organic traffic and sales enquiries.
The project demonstrates how brand strategy, design, and online marketing can work together to support business growth.
I led the project end-to-end, including:
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