Who: Established in 2001, Cafe Deluxe opened as a humble restaurant in the heart of Ottawa’s downtown core. They’ve since expanded to offer catering services, but their restaurant remains a local mainstay for new and loyal customers looking for a quick coffee and cookie to go, or a filling, comforting sit-down lunch.
How: Baytek took Cafe Deluxe through a complete rebranding process. The catering part of the business was growing, but their brand was being left behind. Baytek set about putting that right. The formation of the logo mark was derived from three meanings – the idea of delivery and food wrapping, the arrangement of coffee stir sticks, and the symbol of quality. The former is created through the use of twine or string to wrap the packaged food. The wooden stir sticks represent the ‘natural’ world – the ingredients, the flavours. The final idea in the logo is as the star – a symbol of quality, and a symbol of something being ‘deluxe’ – elegant and luxurious. The star represents the quality that Cafe Deluxe offers to its customers – the freshness, the ingredients, the customer service – everything that Cafe Deluxe stands for can be represented by the star. A seal of approval that once the food has left the kitchen, the customer will be guaranteed something tasty, fresh and hand-crafted. Once the brand had been established, we started on a complete revamp of their web presence. The result was a beautiful responsive WordPress powered website with amazing food photography and key messaging.