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The ask:

To reintroduce Chefs ® brand back into the mainstream market with new life. Some older consumers will recognize this kitchen goods brand but the focus was to attract a younger buyer.
I was tasked to do what I thought was right for the brand mark, flatware packaging, and suggest a brand voice, then release it back to the licensee to move it forward

Responsible for:

Logo/Word Mark Design – Creative Direction – Market Research – Brand Strategy – CGP Engineering – Photography – Copy – Production – Specking & Proofing

The mark:

Simplified Logos & Lowercase Lettering

With so many designers focusing on typography the shift to a type-based logo is the norm today. Using all lowercase letters is a little more unusual and can be an attention-grabbing solution.
Doing this with short and simple words work best. Too
many letters or words with capitals can get cumbersome
in readability.

trend inspiration

My style scape to guide me 


The packaging:

Something Special in Unboxing

Unboxing is a moment of excitement and I engineered the Chefs® flatware packaging to take full advantage of that. The boxes would be made in China and Vietnam so assembly needed to be simple and seamless. A sense of premium at a great value is achieved with soft-touch matte paired with spot UV.


I will often close my eyes and build a box in my mind. My hands will fold this imaginary box as I think of it.

Final thought:

My perseverance to bring a fresh CPG geared toured the habits of a younger consumer should pay off for the Chefs® license and my client.

Thank You!