The Custom CulinaryⓇ sub-brand Chef’s Own™ products add texture, colour and an intense flavour that provide accuracy and harmony to all dishes.
Created by chefs for chefs, it is the quickest way to obtain a wide range of flavours and textures.
Chef’s Own™ is an American brand that in 2020 decided to make a new market entry. For this sole purpose, they required a restyling of the full range of crumbles and seasonings to create an image which was more attractive, fresh, healthy and at the same time, able to adapt to European requirements and tastes.
On the advent of developing the entire new identity for the range of crumbles and seasonings, an attractive lineal product is created for the European consumer. This, together with the new packaging, achieves to position the brand on a B2B professional market which differentiates from the competition in quality, utility and practicality.
All good design begins with a great strategy. Bearing this in mind, we wanted to position Custom CulinaryⓇChef’s Own™ within a professional setting within a mature market, making strategy key. To this effect, we sought packaging that could adapt to a chef’s day-to-day, was ergonomic, had adequate preservation traits, practical to use, store and manage, was sustainable and, furthermore, was attractive.
The market had a clear target: Chefs. Fortunately, the new ready-to-use range of products is also inspired by chefs and is geared towards kitchens with a high volume workload requiring comfort, results and practicality. Everything needed to provide different flavours and authentic textures to any dish, all the while adding consistency as well as encouraging menu innovation.
Starting from scratch, the project allows for a flow of ideas and imagination; never forgetting brand values whilst embodying and adapting all new content to the existing logo. Consequently, all the product lineal for Custom CulinaryⓇ Chef’s Own™ is developed by creating a new identity in accordance with the new market, new strategy, new packaging, as well as boxes and containers for wholesale outlets and product supports.
Finally, once the product is created and the line defined, it is launched progressively onto the market using unique packagings that differentiate from those of the competition within the B2B scope. Moreover, and jointly with Custom CulinaryⓇ, there are content shooting sessions as well as the creation of illustrations for all products, a stand for any fairs taking place within the food industry, the development of motion graphics, publicity campaigns at wholesale outlet level and the creation of a communication strategy for social media sites.
© TheYesBrand 2021