VISUAL IDENTITY | CONTENT CREATION
A minimal visual identity for Northern Beaches Private Chef that lets the food speak for itself
Northern Beaches Private Chef is a French chef operating on the North Shore of Sydney, bringing a fine-dining restaurant experience into the home. He has also launched an online sourdough breadmaking course. I developed an identity intended to match the elegance of the food. In addition to designing brand assets and collateral, I developed an image style for the food photography, and supported him with remote art direction.
NAVIGATING WITH DINNER PLATES
The brand symbol is a simple design based on a classic dinner plate. At the origin of the project, the brand was also intending to operate in Sydney’s Eastern Suburbs, so the symbol is bisected and the rim is used to orientate the two locations of the brand.
FOOD PHOTOGRAPHY
The art direction for the food was based on texture and minimalism. All of the plating is designed by the chef whose food looks as beautiful as it tastes. The images were captured on location in Sydney by a talented photographer.
PRINT COLLATERAL
I designed a series of print collateral including menus, gift cards, business stationery and vehicle branding. I used the same restrained look and feel throughout.