Ragged Edge's updated identity for Mindful Chef takes it from 'specialist' to mainstream

For the last month, I've been happily sampling Mindful Chef, a recipe box service that takes away the stress of meal-planning and gives us everything we need to cook healthy dinners, five nights a week. And it seems we're not alone, as the brand saw sales of over £50million last year and in November, sold a majority stake to Nestlé.

With such huge success, Ragged Edge has stepped in to update the Mindful Chef's identity, one that it first developed in 2015 to launch the brand to the market. "It marked the beginning of an incredible journey," says Max Ottignon, co-founder at Ragged Edge. "The recent brief was an opportunity to build on that success, as they look to change the way the world eats."

According to Max, the updated identity is an expression of 'Feel Good Food' – "from the painstaking care Mindful Chef takes in bringing healthy food to your door, through to the fun of preparing and eating it," he explains. "Each part of the identity looks to communicate that balance: at once calm and considered, yet uninhibited and joyful."

The updated identity sees some core elements evolve for the next phase of the brand's growth. So, while healthy eating remains central, there's a new sense of energy to help propel Mindful Chef into the mainstream. Ragged Edge has built a system that celebrates the fact that "healthy eating is accessible and easy, freeing people up to get on with their lives and be their best selves", as the London studio puts it.

Giles Humphries, a co-founder at Mindful Chef, adds: "The initial identity was created for a singular product aimed at a very specific audience. But as we've grown, we've significantly broadened our audience, grown our product mix, expanded our channels, and dramatically increased the number of people using the identity on a daily basis. The updated identity gives us a distinctive, coherent visual and verbal system that sets us up for success as we focus on rapidly scaling the brand in 2021."

If you're aware of Mindful Chef, then you'll know it's very much a health-focused service. Now it wants to take that USP to a wider audience. As such, the signature logo has been redrawn from scratch, giving it a more elegant feel while retaining the original's "vitality".

The brand's distinctive aubergine colour has had a premium tweak and is used boldly throughout. To complement this key feature, a set of vibrant supporting colours have been introduced, alongside a fresh new illustration style. And a new set of typefaces brings sophistication and character, while film and photography are kept "light, airy and real".

Ragged Edge has been working with the Mindful Chef's in-house team to apply the brand across every touchpoint in a phased roll-out, starting with the packaging and comms, with the website to follow.

Gemma Hosking is the brand lead at Mindful Chef and says: "With Ragged Edge's help, Mindful Chef has built a real community. Our customer retention rates are unrivalled, simply because people love what we stand for. This updated brand identity will allow us to help even more people enjoy healthy eating made easy."


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