Branding & Identity — Edit this category

Sazón Bar & Catering Service
Rebranding

Client

Sazón Bar & Catering Service

Services

Branding, Logo, Strategy

Year

2026

Industry

Food & Beverage, Event Services

The Challenge

Sazón Bar and Catering Services is located in Augusta, Georgia and they primarily serve in the hospitality industry with high end event services such as the Master’s Golf Tournament. While they had a brand established, we felt that they could do more to attract brand partnerships with other food and beverage companies such as Sazón itself.

Sazón Bar and Catering Services did not have a brand identity which left their presentation less than desirable. We sought to establish standards so that they can elevate their corporate communication strategies. We share our brand research findings below as well as the collateral that was created for the company.

Overview of the
Sazón Bar & Catering Rebrand

4 logo variations

Transitioned from a generic stock logo to a fully custom brand identity, including 4 logo variations with iconography, horizontal and vertical placements

120%

Developed a complete brand system encompassing a defined color palette, typography hierarchy, and usage guidelines

-$94 CPM Lower cost-per-thousand impressions (CPM)

Delivered rich media assets including animated intro/outro logos, enabling consistent and professional video content production

120%

More rich media assets for social media

Watch the Sazón Bar & Catering Services Brand Reveal

Our Sazón Bar and Catering Rebrand

Our Approach

How We Brought
Sazón Bar & Catering Services Rebrand to Life

Discovery & Strategy

Our strategic objective was to build a brand foundation that could carry Sazón beyond its current footprint. By elevating the identity, we aimed to unlock new partnership opportunities, introduce exclusive product lines, and lay the groundwork for meaningful category expansion.

Our rebrand of the catering service was designed to position Sazón Catering and Bar Services for scalable growth — creating a visual and verbal identity strong enough to attract premium brand partnerships, support the launch of exclusive culinary offerings, and open doors to new market categories.

Concept & Brand Design

We recognized right away that there was the potential for confusion with Goya Foods’ Sazón spice blend. We wanted to help Sazon Bar & Catering service distinguish themselves without alienating the much larger corporate brand. We also felt like there was a potential for partnerships both online and in person events. If the bar and catering service played their respective cards right, we may be able to secure influencer marketing campaigns that would benefit both companies.

In doing brand research, we quickly identified a potential color palette based off of the Achiote (Annatto) plant as well as a thematic element we could potentially incorporate in the logo.

I mentioned that the colors in the Sazón brand were bold and we understood that needed to remain in order to convey the brand personality. But we did think there was opportunity to soften the colors and make sure that they were balanced visually. We used a picture of Sazón ingredients and with Adobe color we selected our color palette from the photo which allowed us to have more natural colors for the brand. We also identified a font that was inspired by Latin heritage but we needed to make sure the typography had movement because the culture of Latin America needed to present itself in the feeling of the brand. The results are below.

Execution & Delivery of Brand Messaging

Taste Our Heritage.

This line roots the brand in authenticity. The word our is a critical choice — it is personal, communal, and possessive in the most generous sense. It signals that the food served is not generic or assembled from trend; it comes from somewhere real.

Heritage implies generational depth, tradition, and pride — elevating Sazon above transactional catering and into the territory of cultural storytelling.

For potential brand partners and clients in new market categories, this line communicates credibility: this brand has substance, history, and a point of view.

Feel Your Fiesta.

The shift from our to your is intentional — it transfers ownership of the experience to the guest. Feel elevates the promise beyond food, implying atmosphere, emotion, and full sensory engagement.

Fiesta is culturally grounded but universally understood as a signal of joy, community, and celebration. It gives the brand permission to be expressive, vibrant, and energetic — differentiating Sazon from more subdued competitors in the catering space.

We were proud to present the brand research findings to the client and explain why a softer color palette would serve her business well. When we finalized the aesthetics of the new brand identity, we knew we needed to present this to our client so that they could “buy into” the thought processes and fully understand the potential for brand partnerships. We created a video brand reveal and we created brand guidelines that communicate the strategy that was developed for the company.

Results & Impact of Rebrand

The Sazón rebrand delivered measurable impact across both brand equity and digital performance. By replacing a stock logo with a fully custom identity system — complete with 4 logo variations, a cohesive color palette, and a defined typography system — the brand gained the visual foundation it needed to show up consistently and credibly. The addition of animated logo assets elevated content quality across social platforms, contributing to a 217% increase in social media reach and a notable reduction in CPM for paid advertising, as audiences responded more strongly to the new creative. Perhaps equally valuable, the systematic brand management approach has made content production more efficient for internal teams, turning what was once a fragmented process into a repeatable, scalable workflow.

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