Aware Chef has at present unveiled a model refresh created in partnership with impartial branding and design studio Mom Design, marking the following evolution for the UK’s premium wholesome recipe field service.
In all honesty, it would not really feel that way back since Ragged Edge overhauled the identification, sharpening Aware Chef’s positioning and visible readability in a crowded meal-kit market. Whereas this newest refresh builds on a strong basis, a lot has modified since these early post-pandemic days. Mom Design was appointed to develop the model world into one thing extra expressive and craft-led, with an editorial strategy that places well being, provenance and chef-quality cooking firmly again in focus.
The undertaking is a whole model system refresh, spanning identification, typography, color, pictures, structure, movement and tone of voice. Mom Design’s transient was to maneuver Aware Chef away from class conventions that prioritise velocity and comfort, and in the direction of a richer expression of care, high quality and the enjoyment of cooking. It displays a broader shift we’re seeing throughout the business. In tougher financial instances, shoppers are choosing smaller, on a regular basis luxuries over big-ticket designer purchases, with meals turning into one of the crucial significant locations to indulge.
Visually, the studio has intentionally stepped away from acquainted meal-kit tropes akin to overhead meals pictures, flat lighting and dense, information-heavy layouts. As an alternative, the brand new identification attracts inspiration from up to date cookbooks and meals editorial, creating one thing that feels assured and rooted in genuine meals tradition.
Typography performs a central position, with a particular pairing that brings rhythm and hierarchy throughout recipes, packaging and content material. That is bolstered by movement design that wraps sort across the edges of the recipe field itself, introducing a brand new and recognisable model behaviour.
The refresh additionally introduces a renewed strategy to pictures and artwork course. Developed with photographer Yuki Sugiura and specialist meals stylists, the imagery makes use of pure gentle, heat tones and tactile styling to point out the total cooking journey. Actual palms, actual kitchens and considerate ending touches place the client because the chef, celebrating the sensory pleasure of making ready and plating meals. It is the form of visible language extra generally related to high-end restaurant tradition.
Structure methods really feel balanced and clear, dealing with information-heavy recipe content material whereas leaving area for daring visible moments. Graphic textures are used sparingly, treating elements as crafted objects and reinforcing Aware Chef’s emphasis on provenance and aware prep.
A refined tone of voice completes the system, as soon as once more bridging the hole between skilled cooks and residential cooks. The language is heat, assured and inspiring, elevating on a regular basis cooking with out slipping into pretension.
The refresh is now rolling out throughout Aware Chef’s web site, journal, packaging, supply bins, social channels, electronic mail and wider digital touchpoints, following its first public look in a nationwide Telegraph function earlier this month.
Mary Rochester Gearing, chief advertising and marketing officer at Aware Chef, stated the refresh “locations pleasure, heat and chef-quality on the centre of its expression”, whereas Mom Design described the work as a method to convey “readability, distinction and a renewed sense of craft” to the class.
The result’s a model that feels indulgent with out showiness, firmly positioned on the idea that wholesome consuming ought to be inspiring and genuinely fascinating. It is maybe why Aware Chef continues to draw loyal prospects, even at a better value level.
Nevertheless, if I have been to be essential of something (as a type of comfortable prospects), it might be the recipe numbers within the newly designed recipe books… make them greater, and all will likely be excellent.
