Brand overview
Chef Quest is a brand I created in response to a very specific issue: college students not knowing how to cook for themselves. I grew up around chefs, so I learned how to cook from a very young age and have come to enjoy the sense of freedom it provides. My goal was to conceptualize a brand of meal kits, similar to Hello Fresh or Freshly, with an emphasis on education. They would provide ingredients for 1-2 portion meals that are simple, hardy, and delicious, while teaching young adults about kitchen and food preparation safety. The core values of the company are as follows: knowledge and autonomy, accessibility and ease, and environmental sustainability.
Corporate communication package
This was the first project I did for the Chef Quest concept. It includes a letterhead, envelope design, and business cards.
Magazine ad
This was a magazine ad I designed for the brand. It includes the brand's main colors: shades of green to convey a feeling of freshness and a dedication to sustainability, and reds and yellows as the "hunger" colors. The meal pictured is simple and realistic for a beginner chef, juxtaposed against some coffee and notes on a student's iPad.
Product packaging
Some examples of product packaging for the brand—specifically the ingredients that would come inside the box. This is an example of how a cut of meat might be packaged, as well as some of the essential ingredients for the recipe the user would be about to prepare. The colors on the spice pouches, as well as the designation of levels, are meant to represent the difficulty of the recipe being prepared. The packaging with the appropriate color would be included in its designated meal kit.
companion app
Along with the meal kits, Chef Quest would also provide access to a companion app. Here, the user would log which recipes they've tried, and the app would create a compendium of recipes, techniques, and skills the user will have built up over time. While the recipe book would be filled up as the user received more kits, there would be a basic cooking skill section pre-populated with tips for safely preparing certain ingredients.
