Carrow Road Stadium

When Delia Smith stepped down from the club’s board in 2024 after 27 years of service, her brand Delia’s Canary Catering, which was responsible for the entire catering function at the stadium (for both matchdays and events) needed a rebrand. It was finally time for the venue to be represented by more than a catering business. I was personally tasked with creating this new identity with my experience in branding and logo design, which launched in 2025.

The intention behind the design was to create a strong, versatile identity that reflects the venue’s broader role beyond football. While the stadium is home to matchdays, it also functions as a hub for a wide variety of events.

I took an architectural approach, drawing inspiration from the distinctive stanchions of the stadium’s roof structure. This provided a visual language that is both recognisable and refined, giving the brand a classy, contemporary look and feel.

I then worked closely with the catering and special events departments for months to design and implement the new branding across everything from uniforms to menus, stationery, signage and digital assets. I worked with Naked Marketing on the design of the website.