Clear Brand for Bold Food
How Strong Branding Turned a Catering Business’s Mixed Signals into a Delicious Story
Meet The Ugly Onion
The Ugly Onion is a mobile catering company serving wood-fired and gas-oven pizzas at weddings, corporate events, and private gatherings. They’re all about fire, delicious food, and personality that starts a party wherever they go. While their name sparked conversations and their food made memories, their brand identity struggled to stick across platforms.
The Challenge
The Ugly Onion had the market demand, a 5-star reputation, and a spunky attitude that made them a hit in the Gallatin Valley. But their brand didn’t consistently show up with the same bold professionalism as their service. They used two logos, so their brand appeared different on all their platforms, including trailers, signage, merch, and social media. Their messaging also shifted depending on the platform, and their unique setup was being mislabeled as a “food truck.” For a team that brings a full-on catering experience to events, that was a missed opportunity. They needed a brand that clearly showed what made them unique, stayed consistent no matter where they appeared, and made a bold impact in a competitive market.
Goals
Strengthen Brand Recognition
With a growing reputation and a beloved name, they needed a snappy logo that was familiar but improved legibility and visual punch.
Clarify Their Place in the Market
The Ugly Onion needed messaging that clearly positioned them as a mobile catering experience, not a food truck.
Create Brand Consistency
With visuals and tone shifting across platforms, they needed a brand voice and look that could flex from backyard parties to black-tie weddings.
Our Strategy
Step 1: Design A Logo That Holds Up Everywhere
We redesigned The Ugly Onion’s logo so it felt instantly recognizable, just sharper and easier to use. We also created alternate versions for different placements and sizes, so the logo works whether it’s printed on a hat, stamped on a box, or wrapped on a trailer. Now, the mark stands out the right way everywhere they show up.
Step 2: Create A Full Identity System with Warmth and Polish
Next, we built a supporting color and typography system that kept their rustic charm but cleaned up the presentation. The goal was simple: keep the personality and make it feel more premium. We also created supporting brand assets, including mascots that added character and helped build recognition without tipping into “cartoon brand.” The result: the Ugly Onion’s vibe stayed intact, but the brand got a glow-up that fits every event they cater, from casual to cocktail hour.
Step 3: Write a Messaging Playbook that Explains Who They Are and What They Do
We worked with their team to build a Brand Communication Guide that captured their voice and made it usable across every channel. It included messaging pillars, tone guidelines, service features to highlight, audience cues, and tagline direction so the brand sounds as good as it looks. Now they can describe what they do in a way that sticks and gets the right people excited to book.
With a stronger visual identity and clear messaging, The Ugly Onion can show up the same way no matter where they go: fiery, professional, and unmistakably not a “food truck.” The brand now matches their truly one-of-a-kind food experience and personality.
Let’s Make Your Brand Memorable
If your branding feels scattered, we can help tighten the whole story. Big Storm builds brand identities and messaging that feel true to you and look sharp across every touchpoint. Contact us today to take your brand from blowing in the wind to bringing in new customers.