Building the Something Small Catering Brand
Role: Co-Owner, Brand Designer, and Operations Strategist
The Challenge
When I started Something Small Catering, I noticed a gap in the local event market: small gatherings were often overlooked by traditional caterers who required high minimums or charged large-event pricing. My goal was to design a business that celebrated smaller events — from showers to birthdays — with the same attention to detail and creativity as large weddings.
I also needed to develop a clear brand identity that stood out from established competitors and conveyed both quality and approachability.
Something Small Catering brand logo
The Process
I began by designing the brand identity myself, researching dozens of catering logos and exploring design principles that balanced simplicity with personality. Using Canva, I created a logo that felt elegant but friendly, reflecting the balance between professionalism and warmth that defined our service.
To support growth, I built the entire digital infrastructure:
A Squarespace website with clear calls to action and an integrated inquiry form connected to Google Sheets for tracking and follow-up
A discovery call process where I gathered information about each client’s event, preferences, restrictions, and goals to build custom menus
A collaborative quoting system through Square, framing estimates as editable drafts to encourage client input and refinement
Over time, I refined operations by experimenting with templates for client intake, automating online ordering through the I Luv Lunch sub-brand, and setting parameters to balance personalization with preparation time.
Screenshot of Homepage from www.somethingsmallcatering.com
The Outcome
The brand quickly gained traction for its clarity, responsiveness, and creative menus. Clients repeatedly shared that they felt their small events were treated with the same care as large-scale celebrations. The name Something Small became both a marketing advantage and an SEO success — its direct phrasing helped new clients discover us organically through search.
Our processes grew with demand, evolving from handwritten notes to semi-automated systems that supported consistent communication and reliable client experiences.
Reflection
Creating Something Small taught me that growth is as much about designing systems as it is about designing experiences. Every client interaction — from a website inquiry to a personalized menu — was a chance to refine the brand’s voice and strengthen its promise. This project deepened my understanding of how creativity, empathy, and structure come together to build something sustainable and memorable.
Explore the Brand
