Client
Alder Road Group
Live Website
Business Stage
Scaling Up
year
2025
Services
Brand Strategy
Visual Identity
Web Design
Web Development
Turning rascality into a business tool
Business Challenge
Food Rascal designs and delivers hospitality experiences built around people, workplace and how their clients actually operate. As part of our strategic overhaul of Alder Road Group, we redefined what rascality means for a food consultancy that works with Australia’s largest corporates, such as Macquarie and Atlassian.
Our Solution
FoodRascal is a true trailblazer in hospitality consulting. Their team are seasoned professionals but they remain agile and always challenge the status quo. The new identity elevates the juxtaposition between rigour and creativity. The typography combines a bold contemporary sans with expressive hand lettering. This contrast creates an unexpected and distinct typographic texture where operational scale meets bold personality. We art directed a bold photographic expression that celebrates craft and celebrates FoodRascal’s humour and personality.
Business Impact
The rebrand has helped Food Rascal to leave its family business appeal behind and has elevated the company to a hospitality powerhouse. It has empowered the team and the business has gone from strength to strength, signing on new high value clients and taking on new challenges every day.
Credits
Photography: Kera Wong
Illustration: Annika Weller
Ready to get growing?
Reach out and we’ll be in touch
Our Location
Sydney, NSW
Australia
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