Challenge

Pasar Malam approaches White Angels as a start-up food catering store, in need of a full brand strategy from branding through to website, food ordering, event registration, storage, accounting services.

Pasar Malam’s core offering is to provide the best food catering business in the major food events in Australia.

White Angels member’s profile:

1. Owner of Melaya Inn in Melbourne.
2. 20+ years’ experience in food and hospitality industry.

Solutions

In order to cover Pasar Malam’s entire service area and to reach as many customers of the target audience a possible in the food and drinks events, our White Angels member deployed both traditional and digital channels to articulate message “Food is King and drink is Queen.” Our member also advised the client to store their frozen food and equipments at the most convenience location in Melbourne based on his experience; just a stone throw away from Melbourne CBD. Above that, our member provided some valuable advises to Pasar Malam based on food preparation, positioning of the food tent and staff allocation.

Services provided:

• Branding
• Brand Strategy
• Brand Identity Design
• Event consultation
• Storage advice
• Meeting with overseas food suppliers
• Accounting and billing