Root Catering

business expansion


Originally, Chef K2 was a niche California catering company with a staff size of exactly one: Kristin Klock. She founded her firm on a simple notion: visit farmers’ markets by day, and by night, cook a healthy, delicious dinner using the freshly acquired ingredients.

After moving the business to her hometown of Rochester, Kristin and her company soon became recognized as one of the area’s elite full-service caterers. Before long, she realized she needed a brand that matched the elevated experience her company provided.

Root Mockup
The new brand has re-energized Kristin and her entire team 
 The  Results 
 Have  Been  Stellar 


Kristin turned to Dixon Schwabl, which just happened to use (and love!) Chef K2’s services. She asked us to develop a new name, brand, identity package and website.

Together, we explored hundreds of potential names, but kept coming back to Root. After all, Kristin had returned to her geographical roots. And, of course, vegetables are fed through their roots. Besides, root veggies are a key component of many of Kristin’s custom recipes.

Root Logo Pattern Grey

After settling on the name, DS created a logo and full ID package, including business cards, email signature and template, notecard/​envelope, and a stamp for invoices and other customer correspondence. Finally, we created and programmed Root’s entire website (root​ca​ter​ing​.com) to help potential clients get a flavor, so to speak, of the company’s history, staff, services and philosophy. Throughout, we incorporated custom photography of Root Catering’s staff and close-ups of prepared food.


The results have been stellar. The new brand has re-energized Kristin and her team, now grown to more than 40 times its original size. Current customers are delighted, thrilled, over the moon. And business has never been better. 


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