chefman — rebrand and packaging

chefman is a growing company in the food appliance space. inspired by a love of food, meal-sharing, accessibility, and innovation, chefman’s rebrand positions the company securely at the intersection of affordability and quality. bright, dynamic design invites novice cooks to join the chefman family, hone skills, and master the art of cooking at home.

Logo

rounded edges and streamlined letterforms soften the original chefman logo, establishing the brand as an innovative, user-friendly, and confident purveyor of appliances for amateur chefs in every home.

typography

poppins is a competent, approachable, and modern typeface. designed in a range of flexible weights, poppins affirms chefman’s welcoming and adept brand positioning in the appliance industry.

color

energetic color differentiates the chefman brand in the food and appliance industry, where dark hues are predominately featured. the colors below are derived from recipes that chefman uses to guide and encourage home cooks to try their extensive line of products.

icons

a comprehensive icon library was developed to express product function across all print and digital channels. each icon was designed on a flexible grid system in order to support chefman’s robust product portfolio.

stickers

illustrated “sticker” call outs highlight the key features of each chefman product across print and digital applications.

illustrations and custom typography

playful illustrations visualize and personify each product’s core function, reminding customers that they can easily and enjoyably integrate chefman products in their own daily routines.

patterns and isometric imagery

signature patterns and isometric imagery flood side paneling on chefman packaging. Beyond aesthetics, these visuals highlight the diversity of Chefman’s product lineup and the variety of recipes customers can successfully create with them.

packaging

01 — front of pack

front of pack features a hero render with the product actively performing its key function. the chefman logo remains grounded in the upper lefthand corner of the outer carton. the product name is emphasized in bold type, followed by the product category in regular weight. next to the product name, four core functionalities are explained in easy, conversational language. all type is set on a scalable grid to ensure a consistent typographic system across product packaging of different dimensions. key features and merits are expressed with illustrated, “sticker” badges that are fun and approachable.

02 — side of pack

side packaging features isometric food imagery and bold table layouts to whet appetites and attract attention on shelf. notably, each food feature can be made with the product itself. on the opposite side, core product actions are illustrated, defining the appliance’s primary capabilities at a glance.

03 — back of pack

back of pack features an additional hero render with extra badges for flexible marketing messaging. with product renders on the front and back of the package, chefman doubles its chance of customer outreach and optimizes product-focused on shelf merchandising, even if planograms shift during retailer stocking.

04 — top of pack

top of pack features chefman’s logo and the appliance’s product name and category. product specs and expanded value propositions are clearly outlined, allowing for quick, “big picture” comprehension of the product offering. a bold tag is positioned at the bottom of the pack.

creative direction: tamer koseli
graphic design: tamer koseli and alexandra morton