The Hatted Chef

The Hatted Chef faced a unique challenge in response to the uncertainty brought about by Covid-19 – the need to diversify its revenue stream by launching a ready-made meal brand that could stand out in an already-saturated market. The Hatted Chef approached Tiamco to help them develop a unique and appealing brand identity that would set their products apart from competitors on the crowded supermarket shelf.

Our team developed a range of product packaging supported by on-brand promotional and marketing material as part of the rollout. Our strategy was to let the food speak for itself, offering an image of the ready-to-eat meal as a teaser set against minimalist packaging design. The tall, white packaging, which nods to the chef's hat, stands out among rows of competitors' uniform plastic microwavable bowls. The blue and white colour scheme, reminiscent of the chef's uniform, together with the symbolism of the chef's hat included in the logo design, reminds the buyer that, despite its competitive price point, the product has been carefully developed by a reputable industry professional.

Consumer response to the new brand identity and packaging has been overwhelming, with the products initially launching in IGA supermarkets. The Hatted Chef's range of ready-made meals is now set to hit supermarket shelves across the country, further reinforcing the success of the brand's unique and appealing identity.