I first arrived at the offices of Morag group by a complete chance. The owner of a printing house, who happens to be a friend of mine, had a meeting with one of their executives and offered me to come along. They were interested in printing services and might also be in need of a good design studio. The meeting went fine, and so began a long period of cooperation.

The first major assignment we received from the Morag group was to create a new brand for their new catering service. Morag group owns numerous coffee shops and restaurants across the country, and has many years of experience in the catering business, too. But in order to develop their catering division, they felt they had to differentiate it from all their other activities, under a new brand name.
 

I will never forget a meeting I had one night with the establishing team. I arrived at their headquarters in the Israeli Convention Center, carrying with me sketches for their new logotype. At that very meeting I found out that in order to survive, the company had to start marketing itself, immediately. There was no time to waste. They needed brochures, folders, stationery and business cards, by the end of the week. I admit I wasn’t sure whether it was possible to produce all these at a high level, and on such a short notice. Nonetheless I took the challenge.

Everyone who deals with marketing food knows that you must use colorful, appetizing photographs of your product. Unfortunately we didn’t have any. There wasn’t enough time to produce a set of quality photos, and therefore the original solution I came up with was to illustrate the food. I was under the impression that colorful illustrations will have the have the same effect, and also give the entire branding a unique feel, different than anything else their potential clients have ever seen. This attitude fit nicely with the brief, which defined the company as “original and refreshing, creative and Hi-Tec”.
 

The entire creative work took three days, and after a few more days at the printing press, the company was ready to go and market catered events for the busy and profitable summer season. The response was immediate. Simply food catering has become one the leading catering companies for the market of large commercial events. At a meeting I recently had with one of the owners he had pointed out to me with satisfaction, that they are still marketing themselves using the same materials themselves. As a matter of fact, he said, this folder you made has helped us sell events worth millions of NIS!
 

Later on we designed for Simply Food more products, such as Power Point presentations. All the illustrations made for the company were completely original, uniform in look and style.
 

This is a great example of what we call BTL (bellow the line) - advertising your business without expensive TV or radio commercial. This is a more personal kind of marketing, which involves only a talented salesman, and some printed materials. It is up to salesman to charm and persuade the client during their brief encounter. The brochure or folder remains with the client as a lasting reminder, long after that meeting is over.