Experience innovative culinary creations from globally acclaimed chefs, bursting with vibrant Asian flavors
GOLDEN CHEF
Creative Director: Catherine
Designer: Aerielle
BRAND PROPOSITION
Golden Chef has a core series that targets Working Class professionals and young families aged 25 to 35 years old who enjoy cooking diverse Asian dishes for their loved ones.
Their desire for a variety of Asian dishes are challenged by the lack of time to learn complex recipes or making them from scratch.
THE BRIEF
Golden Chef is collaborating with Chefs to innovate their new sauces. The necessary assets to add are the Chef’s image and name on FOP.
THE DELIVERABLES
Naming of Chef Series & Master Pack Design
Currently, there are few competitors offering a premium range in the market, with black serving as the predominant category color for premiumization among those that do. Traditional depictions of food typically showcase final dishes with minimal ingredients, while warm color tones and white are predominantly utilized for Chili Crab variants.
CHEF SERIES ACROSS CATEGORIES
BEYOND CHEF ERIC, ACROSS ASIA
Stregthening the brand proposition further, I’vegathered data on established Michelin chefs across the region.
EARLY BLUEPRINTS
The biggest challenge was fitting in the Chef portrait with the dishes. Explored different layouts for the seal, quote, portrait & signature.
DIRECTION 1
FLAVOURS FROM THE EXPERT
Real flavours you know and love, with the best ingredients chosen by the chef you trust.
Naming:
Chef Series
Chef’s Finest
Cook with Chef Eric
DIRECTION 1
MASTERS OF TRADITION
Bringing the world’s specialist chefs to your own kitchen. Experts in their own cultural cuisines, with Golden Chef’s Signature Creations, you can experience their signature flavours at home in your own dishes.
Naming:
Signature Series
Chef Creations
Chef Collection
World Chef Kitchen
DIRECTION 3
ARTIST OF INNOVATION
Tradition with a twist. Be inspired by the cutting-edge chefs of the world! Golden Chef’s Chef Sensations brings you real flavours along with fresh inspiration to be adventurous in your own cooking
Naming:
Chef Sensations
Creations
Inspirations
