Full-Cycle branding for kitchen services app
Positioning & Naming
Challenge of the project was to shape a brand-core across the numerous of services and ideas the future app will provide. It will order food, it will teach you to cook, it will help you to find ingredients. We focused on market and habits of customers, and identify the pain: lack of confidence, bothers and fear to fail ceases to love cooking process. Together with founders we were sure, that system of kitchen services will get rid of side-bothers and help you love to cook.
So we came with position of cuisine-assistant system, kitchen instructor named SousChef.
Why "Sous-Chef", not a "Chef"?
The thing is in hierarchy, came from French-cuisine management. Chef de cuisine will not be friendly to you, if you have a lack of confidence and he won't have a time to teach you properly. That is a role of Sous-Chef, the right hand and a manager of cuisine. He is the one who integrates you to the world of cooking. Or, if you are already professional in cooking, and use this app as an food-delivery assistant, Sous-Chef make orders from the shop, because you are a Chief.
Feature
We wanted to focus on an app personality, like it can be a real person who guides you. So we keep it in mind and start to design.
We decide it to be hand-lettered as possible, so we did a lot of sketches
After hand-lettering we focus on sous-chef personalities
And create 6 of them, with their own mane and personality
So they really can speak to you
Ahhh and they are good for merch
And some hints for photostyling and food-photography for future app content
Available soon on AppStore and GooglePlay
