South Pacific Gourmet Foods
When craft is at the heart of all you do.
Wild Chef are artisanal gourmet food producers who cater for chefs and home cooks who want quality companion ingredients for their meals.
Client
South Pacific Gourmet Foods
Project
Food Service and Retail
Location
Pōneke, Wellington
Year
2017
-
Role
Creative Director, Designer
Agency
DNA Design
Category
Gourmet Food Production
Contributors
Jennifer Lang – Client
Jeremny Lang – Client
Jo Maguire – DNA, Production
Art Direction
Brand Signature
Communications
Copywriting
Creative Direction
Packaging Design
Retouching
Visual Identity
Wild Chef, crafted by chefs for chefs, initially carved a niche in the foodservice industry. Recognising the time-consuming and often laborious process of preparing meal bases and components, they aimed to provide high-quality, ready-to-use solutions that could seamlessly integrate into professional kitchens.
With a strong reputation in foodservice, Wild Chef sought to expand its reach into high-end supermarkets like Farro Fresh and Nosh. Understanding that home chefs also demand premium quality, we designed a brand and packaging that would discreetly elevate their culinary creations.
To ensure our products arrived at retailers in pristine condition, we developed a packaging solution that combined a sturdy outer carton with individual card sleeves for each product. This not only protected the contents during transportation but also created a visually appealing and organised display in store chillers.
Beyond packaging, we extended the Wild Chef brand identity to various touchpoints, including fleet vehicles, trade show materials, and business stationery. This cohesive approach reinforces the brand's premium positioning and whets appetites wherever it's encountered.
The Wild Chef brand had to look the part, and be an instant signal of quality and artisanal craft.
The narrative had to look rock-solid, and every visual component of the brand signature had to support this.
The brand quickly gained popularity among home cooks. The tagline ‘Let this be our little secret’ perfectly captured this sentiment, appealing to their desire for culinary excellence without the hassle of elaborate preparation.