Our approach in appealing to young chefs and restaurant start ups involved defining a new logo, brand identity, and eCommerce experience.
As providers of the tools that allow chefs to bring their creativity to life, this insight inspired the tagline ‘the Art of Hospitality’ and the creative strategy for brand direction. Dynamic photography of kitchens in action and still life product compositions, combine with a bold colour palette to create the energy and excitement that drives the brand identity.
The timeless logo mark encapsulates an iconic ‘CK’ monogram within a perfect circle, to emphasise the brand’s commitment to quality and full-service approach to business.
Through customer journey mapping the online experience, we discovered a clearly refined categorisation system would be crucial to enhancing the user experience. This coupled with the brand colours, differentiating parts of the product offering, would allow for quicker understanding and faster route to purchase.
Simple collapsible menus, specials, favourites, and new product features allow the user to easily navigate through the thousands of products, bringing them back time again for everything they need.