Friday, 24 February 2017

Project Love: Mindful Chef

Nice identity and packaging for Mindful Chef, designed by Ragged Edge. Love the pattern work to create visual texture, and the kraft paper paired with bright colours.
Our brief
Mindful Chef is an ambitious start-up offering meal kits that help people follow a lean and healthy lifestyle. The fresh meal kit market is crowded, competitive and commoditised. Our job was to define and create a brand that would attract the attention of busy people everywhere.  
Brand strategy
We spoke to lots of potential consumers – from city boys to creative entrepreneurs – and no-one wanted to compromise. Why should a healthy, mindful lifestyle have to come at the expense living life to the full? This insight helped us define Mindful Chef’s purpose: to make healthy living easy, empowering busy people to work and play as hard as they liked. We called this Modern Mindfulness.

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