HELLO CHEF - Brand Guidelines Webmechanix Entry: Strategic Communications: (146c - Branding Refresh)
When Hello Chef (a UAE based prepared meals delivery company) approached us about a redesign, they revealed they had no true brand guidelines. Our task was to weave together previously disconneded elements creating a cohesive story from their marketing materials. Our brand guide (following) was well recieved and added many layers; colors named and selected to represent ingredients, friendlier typograhy, and logos that would work in all media.
Brand Guidelines
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Table of Contents Brand Positioning
3
Our Tone
4
Logo
5
Colours
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Typography
10
Photography
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Icons
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Social Channels
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Brand Positioning At Hello Chef, we believe home cooking is important to the health and well-being of our customers. We love food and want to promote home-cooked meals that are easier, healthier, and more memorable. We do this by delivering quality ingredients and delicious recipes in every kit, tailored to the customers’ needs. We are committed to providing a variety of recipes and fresh ingredients, allowing our customers the peace of mind to create fresh, affordable, guilt-free meals for their families with a minimum of effort. We stand behind our product 100% or we’ll make it right.
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Our Tone Hello Chef is immensely approachable and personal. We are warm, lively, and your partner in meal prep. Our writing style is conversational and subtly humorous, but never cheeky or stuffy; we’re like the friendly neighbour that shares a laugh with you across the fence. Our copy is simple and straightforward, never bold or arrogant, with transparent language, empowering customers to make the best culinary decisions.
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Logo Primary
This is our primary logo; playful, but professional. This logo should be applied in all contexts except where an alternative is necessary.
Stacked
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Logo Alternates
Badge
In cases where our primary logo cannot be used, these are approved alternatives. The badge should only be used in limited cases such as social media channels and product sticker labels.
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Logo Clear Space
Minimum Size
45mm / 128px 23mm / 65px
To make sure our logo is given the appropriate amount of space, make sure the clear space around it is equal to the size of the ‘o.’ For brand legibility, please do not produce our logo below the minimum size requirements.
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Logo Incorrect Uses
Do not alter or add elements
Do not stretch or distort logo
to the logo
in any direction
Do not resize any individual
Do not set logo in non-
elements
approved colors
Do not apply drop shadows
Do not use logo in non-
Do not reverse the fills in the
approved reversed colors
logo
Improper use of our logo degrades the integrity of our brand. Here are some possible misuses.
Do not rotate the logo
Do not apply outlines
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Colours Primary
Secondary
HC Black
Salmon
Pantone CMYK RGB Hex
Pantone CMYK RGB Hex
Neutral Black C 70/67/64/74 35/31/32 #231F20
HC Red Pantone CMYK RGB Hex
Chocolate 178C 1/80/60/0 237/91/91 #ED5B5B
Wheat 485C 0/99/97/0 237/27/36 #ED1B24
Pantone CMYK RGB Hex
HC White
Peach
Pantone CMYK RGB Hex
Pantone CMYK RGB Hex
663C 3/3/4/0 243/242/240 #F3F2F0
Neutrals Pantone CMYK RGB Hex
438C 54/62/65/44 85/68/61 #55443D
Oyster 7506C 5/11/22/0 239/221/197 #EFDDC5
Pantone CMYK RGB Hex
Cool Grey 10 C 57/53/51/20 107/101/101 #6B6565
Pepper 487C 2/36/40/0 245/176/147 #F5B093
Our colours have been designed within a warm, neutral palette to ensure our food stands out above all else. Our primary colours, though bold, are typically used in small portions to reinforce the brand across all properties.
Pantone CMYK RGB Hex
Black 7 C 65/62/61/49 66/62/61 #423E3D
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Typography Headings
Archer Pro Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;&?()!
Archer Pro Semibold is our leading typeface. Its delicate, yet distinctive characters promote the same feeling our food delivers. Use it in headlines, titles, and large pieces of text.
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Typography Body
Montserrat Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;&?()!
Montserrat Light is our body copy typeface. Its open and round letter forms contrast well to Archer Pro’s slab and ball serifs. Use this font in all other applications that are not headlines.
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Photography People & Situations - Correct Usage Photography is the driving factor for telling our brand story. Inspired by the food around us, our photos show excitement, togetherness between people, and real food. And because we are celebrating food, capturing its authenticity is essential. Wherever possible, plated food will be shown in the entire frame. On the following pages, you’ll find a visual guide for shooting or choosing photography.
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Correct: Posing with Product
Correct: Full Logo Shown
Correct: Authentic Situations
Correct: Fresh Ingredients
13 Correct: Family Interaction
Correct: Interacting While Cooking
Photography People & Situations - Incorrect Usage While showing food and people are essential to the brand, we do have some restrictions. Food should never be shown in large quantities, nor be over-processed with filters and lighting. Also avoid photos that look staged, as this devalues the authenticity. The following page serves as a guide for what to avoid when shooting or choosing Hello Chef photography.
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Incorrect: Too Much Food
Incorrect: Cropped Product
Incorrect: Staged/Stocky
15 Incorrect: Superimposed/Unnatural Lighting
Incorrect: Over-processed
Photography Plated Food - Correct Usage Food is the soul of Hello Fresh. It the reason we exist and it inspires everything we do. Photos of our food must show the wide assortment of meals we create, various plating styles, and ultimately make the viewers’ mouths water. Wherever possible, plated food will be shown in the entire frame from a top-down view. This will help showcase the various plating situations our food might be found in on a customer’s dinner table. Side views with a shallow depth-offield are only to be used where the food is the hero. These shots help the viewer make an emotional connection. On the next page, you’ll find a visual guide for shooting plated food photography.
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Correct: Show Whole Plate
Correct: Top-Down View
Correct: Side View
17 Correct: Plated on Serving Dish
Correct: Shallow Depth-of-Field in Side View
Photography Plated Food - Incorrect Usage Because food is vital to our brand, we do have some restrictions on how it can be shown while plated. Do not show our food with extreme close-ups or with heavilycropped plates. These shots can create a situation displaying the food in an inauthentic manner. Be mindful that when shooting 3/4 shots, the depth-of-field can potentially emphasise the wrong elements, The next page serves as a guide for what not to do when shooting plated food photography.
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Incorrect: Distort Photos
Incorrect: Extreme Close-Up
19 Incorrect: Heavily-Cropped Plate
Incorrect: 3/4 View
Icons Icon Samples
Iconography for Hello Chef shows off a hand-drawn quality to reflect the personal touch of our food. While these do have some illustrative detail, this icon style is not expected to duplicate reality.
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Social Channels
Social channels are used to promote our message and encourage participation with our customers. This is where we can show off our fun side as well as expand on our story. Imagery stays consistent, following the guidelines seen in prior pages. Our food and customers are the most important and should not be covered up by text. While encouraging customer interaction, all paid media should still align to our brand guidelines.
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For Further Information Email our Customer Service Team at
[email protected] Phone: 04 88 55 758
