Overhead photo of two couples sitting at a picnic table

McCaffrey’s Catering

The McCaffrey’s Catering Catalog had drifted away from the people it was meant to serve.The previous book leaned heavily into an elevated, wedding-forward aesthetic that positioned catering as aspirational and formal. In practice, this created friction. McCaffrey’s is a grocery store first, not an event planning company, and most customers were not hosting black-tie events. They were celebrating milestone birthdays, retirements, showers, and everyday gatherings where convenience mattered more than perfection.

The catalog also struggled functionally. Its small 8×8 format was difficult to merchandise, easy to overlook, and lacked the descriptive clarity customers needed to feel confident ordering. Some offerings skewed more elevated than what customers typically chose, reinforcing the idea that catering was out of reach. The challenge was to reposition catering as accessible, supportive, and designed to make hosting easier, not more intimidating.

Role:

Creative Direction
Brand Strategy
Project Management
Continuity Management
Data Management

Photography Assistant
Catalog Design
Launch Campaign
Prepress

Year:

2024 - 2025

Photography By : A. Wilkinson

Image mockup of the old catering book with text that says "before"

Mockup of hand holding the new catering book cover design with text that says "after"

Catering should support real life, not compete with it.

Designing for How People Actually Gather

Catering lives in real homes, not staged venues. The new catalog needed to reflect how customers plan events in practice. It led with everyday offerings, clear descriptions, professional food photography of actual dishes and supportive tools like planning checklists and family favorite dish suggestions. The message was simple and intentional. You already know how to cook. We are here to make it easier.

Top view of catering book pages flipping

Sketch of layout ideas for the new catering book design

Strong systems create
freedom, not limitation.

Systems Over One-off’s

This project was never meant to be a single deliverable. The catalog became the foundation for a broader visual system that could scale across marketing materials, digital assets, and future updates. Moving to a standard 8.5×11 format created more real estate, improved shelf presence, and offered
long-term flexibility without increasing print costs.

Charcuterie board and gourmet cheese handout card

Seafood Platter Hand out and fresh steamed shrimp

Good leadership is knowing where to spend effort, and where not to.

Letting Function Run the Design

Budget constraints required thoughtful decision-making. Taking on additional responsibilities such as functioning as a photography assistant, allowed resources to stay focused where they mattered most. Once timelines were set, every phase of the project was documented and structured to keep collaborators aligned and accountable.

Design decisions are strongest when they are backed by reality.

Challenging the Aesthetic Assumption

One of the biggest shifts required internal buy-in. While some stakeholders still believed an elevated black-tie aesthetic was the right direction, sales data and customer feedback told a different story. The final design intentionally moved away from formality and toward clarity, warmth, humor and approachability, reinforcing that catering is for everyone.