La Table du Chef, offering catering and boxed gourmet meals for local delivery, showcases the talents of award-winning, world-renowned chef Stephane Pierre, so you know this is nothing like your ordinary catering or delivery.
We were challenged to create a brand that would encompass 3 phases of the La Table roll-out: Phase 1, delivery of gourmet boxed meals; Phase 2, on-location catering; Phase 3, gourmet boxed meals available in only finer markets in the region. Another twist to the challenge for the identity in particular: we couldn’t use any symbols of food, chef, table, or eating. The icon that pairs with the identity must be abstract and the palette must be a fresh color of green with black and white accents.
After we presented several rounds of sketches to find just the right minimalist solution, the client chose a bold modern typeface, wrapped around a green square. The green says “fresh” and the square represents your “place” at the chef’s table, as well as the box in which your meal is presented. We came up with the tagline “take your place” which transports you to the experience of dining at the chef’s table, and at the same time, speaks to the fact that you are quite literally “taking your place” with you.
The next step was to design the box that holds the exquisite meals. We made the identity large on one end to open up a space for a brief description of the La Table story, shared by Stephane in a personal message to his guests, which helps to set the mood for the dining experience as it unfolds. Inside, the elegant clear plastic covered plates rest on top of a slide-out placemat, which we designed with an abstract motif based upon the identity as a continuation of the brand elements.
The website evolved simultaneously with the package design, where we followed-through on the concept of bringing the chef’s table experience to you: the homepage has the fresh green color palette and the chef is preparing your meal right before your eyes. We kept the navigation simple to quickly take you where you want to go. You can order online for delivery, or view the catering section. A gallery offers ideas for on-site events and custom planning.
Finally, we designed the advertising to transport you to a variety of dining destinations where you may enjoy your gourmet food, from your office, to a picnic in the park, to a romantic evening in bed, you can have the “Chef’s table experience, wherever your table may be”.
AWARDS
• 1 American Advertising Federation ADDY Award