Chef'n Visual Design

Brand Guidelines / Print Design / Experiential Design

Chef'n is a kitchen gadget brand known for easy-to-use products that make kitchen tasks more efficient. As the dedicated Chef'n brand designer I have established the brand visual identity through comprehensive brand guidelines including typography, illustration, print design, experiential design, photo art direction, and video art direction.

Brand Guidelines

Typography / Illustration

The Chef'n brand guidelines are a comprehensive document that outline every aspect of visual design for the brand, as well as brand voice, brand history, product design, and sales information.

Typography

While developing the Chef'n visual language, I chose a sans serif font that would work on large tradeshow booths, small hang tags in a store, and every size in between. I chose Gotham as it offers a variety of weights and looks clean and legible at every size. I also  incorporated a script font to make the brand more accessible and offset the clean, modern design of Gotham.

Illustration

Art Direction / Execution

Illustrations are used primarily on the website and blog. These use brand colors, use a font from one of the Chef'n subbrands, and show a variety of produce.

Photography

Art Direction / Concepting / Storyboarding
Photography: Adrian Delsi
Food Styling: Jess Suworoff, Andrea Pons, Patty Whitman

When I started working at Chef'n there was no defined photography style for the brand. As we increased our presence online, this became more important in telling the brand story, and I have lead the conceptualization and art direction for the current photography style. I worked with the product manager and photographer to develop a photography style that is unique and showcases the fun, innovative personality of the brand, as well as shows how the products are used.

Print Design

Concepting / Art Direction

Chef'n print design is primarily used in wholesale settings, including catalogs, presentations, and sales sheets. I wanted the catalog design to showcase the photography, so the layouts use generous white space, simple typography, and minimal design elements. 

Experiential Design

Tradeshow Booths

Chef'n tradeshow booths are directed at retailers, so they showcase aspirational retail environments. There are 1-2 large tradeshows per year, and each requires a new booth that is redesigned every year. 

Published Work

Photographs I have planned, directed, or styled have ended up being used by external sources, including WGSN, The Today Show, and Mental Floss, among others.