Glitching back to

2020

Brand Strategy

Packaging Design

Adobe Illustrator

Hand Drawing

Bon Cheffy

Brand Identity

Archived

blue vehicle driving on bridge during daytime

Brief

Cooking requires skill and time while ordering outside removes control, hygiene guarantees, and the personal touch of hosting. We want to kickstart a premium "Instant Fresh Food" brand during the COVID lockdown to enable people who could not cook to enjoy safe, homemade, delicious food.

The product empowers users to prepare a multi-cuisine, star-chef-level meal in just 5 steps and 5 minutes. Create our complete visual language and identity to sustain through the lockdown and subsequently scaling up into a premium DIY experience from a survival necessity.

When are we needed?

They can't cook!

The target audience broadly either can't cook or don't have the time and access to fresh ingredients in COVID times.

Who are they?

Young family

23 to 40-year-olds and newly married couples in Tier 1 cities are the major demographic of the Gurugram's 10 km radius, where the first cloud kitchen is situated. Due to first lockdown's restriction, the reach stays local.

Why should they need us?

Keeping it simple

Inducing the pride of a chef is the seldom motivation one should feel. Cooking should not feel like a taxing project. Make cooking a pleasure with easy steps and pre-cooked, long-shelf life preparations.

Who are we?

The Sous Chefs

By putting ourselves as TG's support character, we uplift their morale towards cooking, to give the "Chef Waali Feeling".

When are we needed?

They can't cook!

The target audience broadly either can't cook or don't have the time and access to fresh ingredients in COVID times.

Why should they need us?

Keeping it simple

Who are they?

Young family

Who are we?

The Sous Chefs

By putting ourselves as TG's support character, we uplift their morale towards cooking, to give the "Chef Waali Feeling".

So you wanna feel…

Cheffy

English | Adejctive | chef·fy or ˈshe-fē

Characteristic of or befitting a professional chef (as in showiness, complexity, or exoticness)

Then make it feel…

Bon

French | Adjective | bonne or bɔn

Good

Logotype
Explorations

So you wanna feel…

Cheffy

English | Adejctive | chef·fy or ˈshe-fē

Characteristic of or befitting a professional chef (as in showiness, complexity, or exoticness)

Then make it feel…

Bon

French | Adjective | bonne or bɔn

Good

Logotype
Explorations

Color
Palatte

Color Palatte

Hex Code:
#CCA060

Primary

Hex Code:
#F4F4F4

Text 1

Hex Code:
#E29C49

Text 2

Hex Code:
#44A06B

Accent

Hex Code:
#A95170

Cafe

Hex Code:
#4A5C44

Veg

Hex Code:
#96403C

Non-Veg

The planning started with color blocking and strong triads. Visual weights determined the prominence in the market, segment being a new one, and reach being local, we had the room to experiment with primary color switching with the category of merchandise.