Chef Gang asked us to help them develop and design a distinctive identity for a new coconut oil product that could compete with existing brands in the market place.
As we explored numerous design references it was visual styles of west coast America in the 60’s in particular the surfer beach culture that stood out. It had a sense of healthy carefree outdoor living, mixed with an irreverent, youthful and sociable vibe that chimed perfectly with the brand values our workshop identified. Chef Gang were keen to avoid coming across judgmental or preachy about health.
As the designs evolved, we introduced more Indian elements to tie the designs back to the source of the product, whilst keeping the colour palette and playful collage aesthetic.
The result is a fun and accessible identity that can easily be adapted to a range of product types whilst retaining a distinctive aesthetic and shelf standout.
Art Direction: Joe Lovelock
Design: Tiffany Beucher