Brief to Brand | Chef’s Table’s New Brand Identity

Chef’s Table, a small business running small wine and food experiences in the Hunter Valley region of NSW recently got a new Milkshake rebrand. We take a look at the project and some of the brand’s design aspects.

Helmed by Sara, a chef by trade, Chef's Table curates beautiful, memorable and delicious epicurean experiences in the picturesque Hunter Valley.

I met Sara last year when in the Hunter for a wedding. She approached Milkshake looking for a renewed brand identity that better communicated her ethos and offering. The branding also needed flexibility, with Sara planning to run cooking classes and develop food products under the CT banner in the future.

Creative Direction

After our in depth brand discovery process we landed on five key brand words; consistent, knowledgeable, transparent, friendly and sophisticated. We used these to map out two very different and interesting creative directions that fit the brief to present to the client.

Sara chose the first option titled ‘Minimal & Classy’. This mood board exudes sophistication and refinement, designed to appeal to the brand’s middle to upper class female target audience who appreciate high-quality, personalised food and wine experiences.

We used a serif typeface as the hero and muted, a sophisticated colour palette balancing rich and muted tones of burgundy and olive.