Helping a beloved Seattle catering company launch a luxury sub-brand designed for its most elevated event experiences.
The Challenge
For nearly 30 years, Gourmondo has been known for premium boxed lunches, workplace cafés, and corporate catering throughout the Seattle area. At the same time, the company had built an impressive portfolio of weddings, galas and executive dinners.
The challenge wasn't capability, it was differentiation from their legacy brand. While Gourmondo's event team was delivering exceptional hospitality experiences, the broader market still primarily associated the company with corporate catering. They needed a new distinct brand that could elevate and showcase their premium chef-driven offering without losing the credibility and reputation Gourmondo had built over decades.
What We Did
We created Olivina, a new luxury hospitality sub-brand inspired by Pacific Northwest abundance and Mediterranean warmth. We built the brand around the belief that hospitality is more than food—it's atmosphere, connection, generosity, and memory. The engagement included brand strategy, naming, positioning, visual identity, verbal identity, art direction, website and brand architecture. To preserve trust while creating distinction, we developed an endorsed-brand relationship through the signature Olivina by Gourmondo.
We created Olivina, a new luxury hospitality sub-brand inspired by Pacific Northwest abundance and Mediterranean warmth. We built the brand around the belief that hospitality is more than food—it's atmosphere, connection, generosity, and memory. The engagement included brand strategy, naming, positioning, visual identity, verbal identity, art direction, website and brand architecture. To preserve trust while creating distinction, we developed an endorsed-brand relationship through the signature Olivina by Gourmondo.
The result is a rich, sensory brand experience designed to position Olivina as Gourmondo's dedicated brand for bespoke events and elevated hospitality.
The Results
Launching in Summer 2026, Olivina gives Gourmondo a dedicated luxury brand that complements its established corporate catering and workplace dining business.
The new identity creates a clearer path to luxury clients, event planners, and venue partners while providing a stronger platform for showcasing the creativity, craftsmanship, and hospitality the team has been delivering for years. As founder Alissa Leinonen shared, the brand feels "elevated, thoughtful, warm, and deeply personal", capturing exactly what the team hoped Olivina could become.
My Role
I served as Creative Director and Brand Strategist, leading discovery, positioning, naming, brand architecture, identity development, visual and verbal tone, copywriting, and client collaboration throughout the project.
Agency: Catalysis
