Massarella Catering Group

Massarella Catering Group Ltd is a market leader within UK retail catering, providing cafés and restaurants within department stores, shopping centres and other outlets.  Hand Drawn Pixels have developed the brand identities for a series of new Massarella cafés over the past five years. Recently we were invited to create a fresh image for the main Massarella brand, modernising it while still showing the company’s establishment and quality.

The design solution

We redefined Massarella’s visual identity around a simple, bold wordmark and icon, creating the Massarella ‘M’ and associated typography and imagery; a modern take on a traditional image.  The logo gives a sense of quality and establishment, linking it to the company’s Italian and Victorian roots.

We supported the development of a strong visual identity throughout the group with the production of clear brand guidelines and the build of a new website.  To ensure the company had imagery to match the new brand we briefed a photographer and led the art direction.