Chef’s is a small, family-owned business that started out in liquidation sales. They grew organically and their focus shifted, first to general kitchenware and then to high-end, luxury products from all over the world. In 2020, Chef’s owners decided that they had hit a wall and it was time to make a change in their marketing strategy with intentional decisions about who they’re trying market to and how to reach them.

Chef’s Corner Store

Creating Possibilities

We sat down with the entire Chef’s team to find out what exactly Chef’s Corner Store means to them. Very quickly it became clear that the Chef’s team is really a family, and that loyalty and dedication extends to every customer as well. I created a custom wordmark and brand that balances elegance and sophistication with family and warmth. The logo is designed to inspire a sense of adventure in the kitchen and at Chef’s warehouse.

Logo iterations

Brand touchpoints

Web presence

Due to the nature of working with a very small, family owned business our project scope was fairly limited. In an effort to conserve both design and dev hours where possible, we started with a Shopify template base and customized the design. Once the final mockups were approved, I worked closely with our developer to bring the site live.

You can find Chef’s live site here. Please note a different agency has since taken control of the site.