Today’s consumers want food that works harder for them. Nourishing meals, trustworthy ingredients, quality they can see, smell and taste. And, being health-conscious but time-poor, easy-to-make meals are a must. But the meal kit category settles for convenience over care, stripping food of the joy, flavour and quality customers are craving.

Mindful Chef was founded to resolve that. Centred around its mission ‘Eat well. Live better,’ it offers chef-quality, health-focussed cooking without the time or expertise those meals typically require. The challenge? Its brand didn’t do the quality of its product justice. We worked with them to elevate their identity by leaning into the details that make them rise above the rest, all inspired by a new creative platform: ‘Yes, Mindful Chef’.

The creative platform seeks to elevate everyday home cooks
to chef status, without the pretension that typically comes with the category. Our images and voice make our audience the protagonist, heavily featuring everyday kitchens, the act of cooking and finishing touches that transform simple meals into culinary masterpieces.

The provenance of produce in Mindful Chef meal kits is unmatched, but its current brand wasn’t doing this truth justice. We made produce the star of the brand, with a rich, food-inspired palette, photography that hones in on simple ingredients bathed in natural light and writing that frames each ingredient with rich adjectives and indulgent superlatives. Always highlighting and elevating the provenance of ingredients.

By focussing on three Ps: Product, Process and Plate, we crafted a brand that feels right at home in the visual and verbal language of the culinary world. Our two typefaces (Bourrasque and Ostia Antica) work together like a Head and Sous Chef, both speaking to the joyful playfulness of food culture with their contrasting proportions. The brand photography and layouts are heavily inspired by cookbooks. Making the entire brand feel true to the provenance of its produce and quality of its recipes.