Laissez-Faire partners with It’s Friday for strategic rebrand and premium new identity
Laissez-Faire has teamed up with branding agency It’s Friday to unveil a refined strategic positioning, complete with a new logo, visual identity and website experience.
The announcement:
For over 35 years, Laissez-Faire has gained a reputation for delivering unrivalled catering and events. Laissez-Faire creates exceptional and memorable culinary experiences using the finest locally sourced, seasonal, and sustainable produce, ensuring each dish is as visually stunning as it is delicious.
It’s highly awarded and has a loyal client base, ranging from the ARIA’s, Salesforce, Canva, TikTok to the NSW Government.
But the challenge was clear. In a category becoming increasingly crowded with high-end offerings, Laissez-Faire’s visual brand identity no longer reflected the calibre of its premium craft. Despite its legacy and loyal clientele, the visual identity lacked the distinctiveness, precision and prestige that defined its service. The brand needed to signal its mastery, not just in flavour, but in design finesse.
“There was great appetite by Sara and the team at Laissez-Faire to develop a premium and bold new strategic brand positioning, logo and visual identity and website experience. The outcome has been a game changer for the LF brand. The transformation has been chalk and cheese. The new elevated identity has given the brand a premium experience, one that matched the ambition of the business and helped separate itself from the competition with a level of distinctiveness that is just impossible to ignore. We’ve invested heavily in broadening out our brand identity service offering and we’re super proud of this work,” said Pete Bosilkovski, CEO It’s Friday.
“Exceptional experiences are at the heart of Laissez-Faire, but their outdated visual identity no longer reflected that standard. Excellence isn’t just seen, it’s felt. It lives in the details – in craft, restraint, and timeless style. The Laissez-Faire rebrand captures that essence, embodying the confidence, prestige, and unwavering commitment behind every event they deliver,” said Mariah Ferrer, It’s Friday Design.
“We’ve always been driven by a passion for excellence whether it’s the quality of our ingredients, the creativity of our menus, or the precision of our service. But we knew our visual identity no longer reflected the premium experience we deliver. Partnering with It’s Friday allowed us to reimagine how we present ourselves to the world. At every step of the way, It’s Friday stayed true to our ambition and pushed us with a new brand design identity and logo that feels as refined, bold, and meticulously crafted as the food experiences and events we create. It’s not just a new look—it’s a new chapter and we can’t wait to share it with the world,” added Sara Flaksbard, general manager Laissez-Faire.
Source: Extollo
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