Case Study
Que Cocine Peter: From Ambiguous Brand to a Clear, Scalable B2B Platform
Foodtech B2B
Foodtech B2B | Founded in 2023 | Spain
Pre-Seed | < 10 employees
Problem
When your brand sabotages growth
Que Cocine Peter was operating under an identity that was holding backgrowth before the sales team could even get involved. Although the product was a robust technical solution for businesses, the image projected anamateurish B2C feel that undermined credibility with HR and Finance departments. With an unclear value proposition — under the name "Que Cocine Peter" — and a generic aesthetic, the brand failed to secure a place in the consumer's top-of-mind or convey the reliability needed to close large accounts. This disconnect forced the team to over-explain the business model, driving up acquisition costs and eroding initial trust. In short, the identity wasn't a sales tool — it was a constant source of friction preventing the company from scaling in the corporate market.
Diagnosis
Beyond aesthetics
The challenge wasn't aesthetic — it was structural. We identified that the lackof a solid identity was acting as a handbrake on growth: in the B2B space, if aQCP 1lead doesn't understand your value proposition within seconds, doubt blocks conversion. The ambiguous identity was complicating marketing and sales processes by failing to project the true scale of the project. The diagnosis wasclear: we needed to transform the brand into a strategic asset. The goal shifted from "refreshing a logo" to building a scalable visual and narrative system that would position Que Cocine Peter as the undisputed reference in its category: the Corporate Digital Canteen.
Solution
A system designed to convert
The result wasn't just a new look — it was a high-performance visual system. We achieved a conceptual reframe where the "lunchbox" and the "pot" act as mental shortcuts, eliminating friction in understanding the service. The newidentity, supported by a strong typeface like Montserrat and a balanced colorpalette, made it possible to shift from being a "likeable brand" to a "reliablesolution" for large corporations. This visual language was deployed consistently across the entire funnel: from a modular website and an interface optimized for weekly orders, to packaging that reinforces the offline experience. Que Cocine Peter now has a scalable, professional brand ready tolead the Digital Canteen category.
Results
Results achieved with Extandard
-30%
in sales cycle length
+45%
closing rate on large accounts
100%
strategic alignment
2x
growth speed
"We had a good product, but we didn't know exactly who we were talking to. Extandard helped us see what we couldn't see from the inside. Before, we explained what we did. Now we explain why it matters. That's the difference we built with this project.”
Llorenç Pedret - CEO & Co-founder
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