Founded in 2018 as a work-integrated social enterprise providing chef training for people seeking asylum and refugees, House of Welcome Catering had evolved into a broader community-focused enterprise. The team was now fostering social inclusion, informal training pathways, and connection for a much wider group of people. The brand no longer reflected the scale or ambition of the impact being created.
From this strategic work emerged a bold recommendation: a new business name.
Enter The Welcome Table, by House of Welcome.
A name that better reflected the warmth, inclusion and community at the heart of the enterprise, while also resolving complex brand architecture questions and allowing room for future growth. Changing a name tied to years of pride and heritage is never simple, but the House of Welcome team approached the process with openness and courage. They asked thoughtful questions, engaged deeply in the process, and ultimately recognised the opportunity the new name presented.
The approach
For brandkind’s design lead, Julia Gottlieb, the new name unlocked the potential for a rich and expressive visual identity. Inspired by the multicultural community behind the enterprise, the brand features vibrant colours and patterns drawn from cultures including Afghanistan, Aremenia, Iran, Iraq, Myanmar, Pakistan, Palestine, Syria and Ukraine. Beautiful photography by food and lifestyle photographer Liam Foster elevates the design system and celebrates the exquisite food at the heart of the offering.
Custom Canva and Microsoft templates were created to give staff the flexibility to design menus, collateral and communications themselves, while maintaining visual consistency. This approach empowers everyday custodians of the brand to use it effortlessly and with pride.
“It’s incredibly rewarding to see non-designers creating beautiful, on-brand materials,” says Julia. “When the tools are simple, repeatable and robust, the brand stays strong because it’s used every day.”
Even the business cards became a point of delight, with staff able to choose different patterned backs, described by the team as “like swap cards”, fostering a tangible sense of ownership.
The outcome
As the brand launched, Social Enterprise Lead Janine reported a surge of energy across the organisation from staff through to board members. The refreshed Squarespace website, further optimised for enquiries and sales with support from Blaze Your Trail and Salesforce integration, has strengthened the team’s ability to tell their story and convert interest into action.
“There’s a complete buzz. We finally have a brand that reflects the pride we feel in what we do.” — Janine Hoffman, Social Enterprise Lead
