A catering company needs to first deliver good food and be easy to work with. If you can’t do that, your longevity in the highly competitive industry will be nonexistent. The branding that Israel’s Koniak Design gave Friedman’s Catering definitely gives the impression they can’t delivery those two basics at a minimum. What they’ve given Friendman’s is a branding presence that says quality and fun. It’s also a branding strategy that is consistent with the pillars of the Friedman’s company, a few of which are: be bold, collaborate and have fun. The use of the images of different settings and people behind the Friedman’s logo implies a universal ability to work with all types of people, events and food styles, a must for a good caterer. There’s a classy element to all of Koniak’s work for Friedman’s as well, influenced from the well-dressed and presented people in the images as well as the black and white color scheme.