The Decadent Chef Services Identity Design

Tags: Services, The Decadent Chef

In Home Chef Cooks Up New Identity with Help of Jump

With cottages increasingly becoming homes away from home, featuring lavish amenities more akin to posh hotels than rustic getaways, Simon Telfer recognized an opportunity to cater to those seeking the finer things even while “roughing it” in the great outdoors. The Decadent Chef was developed as a business that literally caters to its clientele, preparing in-home meals for dinner parties and events for couples or groups in the privacy of their own homes or cottages.

With his name and tagline decided upon, Simon engaged Jump to develop the visual elements of his brand. We immediately identified that the target clientele of The Decadent Chef would be higher income earners, and therefore it was essential to develop a brand that would be relevant to that market. We met with Simon on several occasions to flush out his personality, and recognized that he was more than just a caterer, but would be in his client’s kitchens interacting with them and their guests. To better understand his value proposition we had him prepare a dinner party meal for us (which doubled as a photo shoot). We sketched logos communicating different brand positions, and helped Simon to get past his self-imposed limitations to understand what his client would be demanding of him, and what he was capable of delivering. Through his logo, business cards, and website, The Decadent Chef was born.

Simon came to Jump with an idea for a new business opportunity, and walked away with a bona fide business. “I couldn’t believe the variety of work that was presented to me” he said. “It was almost impossible to decide which direction I should go, but the team at Jump helped me to see how my communications would be most effective, and target the customers I wanted to attract. Their understanding of consumer behaviour and strategic thinking is incredible.” When asked what he thought of his new identity, Simon said “I never imagined that my business could come across as professionally as this. It gave me the confidence to pursue a higher level of client and charge them a fair price for my services.”. The Decadent Chef continues to offer in-home meal and event services across Ontario cottage country.

Have a new business idea? See how we’ve helped Five Limes, Parental Guidance, and the St. Joseph Island Triathlon to discover their brand identities.


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