Heyder & Shears
The Perfect Alchemy
\ CHALLENGE
After nearly 40 years at the forefront of Western Australia's events and catering industry, Heyder & Shears were preparing for a new chapter: a move to Residence at Langley, and a shift in ambition from delivering catering to creating experiences.
The existing brand hadn't kept pace. The logo was still recognisable, but everything around it was thin — no real guidelines, a single linear lockup, and little language to describe what the business stood for beyond good food. Staff lacked a shared understanding of the brand, and the marketing team had few assets to work with. Meanwhile, the hospitality market had grown more crowded, with most operators competing on the same polished imagery of styled plates.
\ OUTCOME
Block’s response centred on an idea drawn from the industry itself: Perfect Alchemy. Every event Heyder & Shears delivers depends on a balance most guests never see — the vision that shapes an experience, and the expertise that gets it done under pressure, on time, without a hitch. The brand needed to hold both sides of that truth, not just the polished half.
That thinking shaped a platform built around memory rather than metrics: guests remember how an event felt, not how it photographed. The creative direction, For the Love of Hospitality, turned the idea into something the business could use day to day — the polish stayed, but it now sits alongside the mess, pace and instinct behind it.
To make that real, Block drew on the Heyder & Shears family archive: original recipes, handwritten notes and sketches dating back to the business's founding, worked into the identity as typographic and graphic material. The original fruit bowl illustration, retired in 2023, returned to the system. A refined wordmark, an expanded logo suite and a new illustration language followed, built flexible enough to move between an intimate dinner and a stadium-scale production without losing coherence.
Services
Brand research
Brand strategy
Brand positioning
Brand architecture
Brand identity
Brand guidelines and systems
Print design and production
Still and moving image creation
Signage and environmental graphics
Merchandise design and sourcing
Sectors
Food & beverage
Hospitality
