Mindful Chef
Mindful Chef committed to brand early. With a partnership that powered a ten year mission.
We met Myles, Giles and Rob in 2015 as they were planning the launch of their recipe box subscription company. Their ambition was disarmingly simple: to make healthy eating easy. To achieve it, they needed a brand to punch well beyond its weight and beat the recipe box giants at their own game.
After creating the initial brand, we continued to work with Mindful Chef at key points in its ten year journey. From startup to acquisition by Nestlé, and beyond.
Overview
The partnership
Over ten years, we helped Mindful Chef grow from startup to sale. From the original brand, packaging and website in 2015, through to an updated identity system in 2021, optimised for scale.
Define
Our partnership began as Mindful Chef were preparing for launch. But the strategy was built to last. While competitors emphasised speed and convenience, Mindful Chef stood for something much more powerful. Their product is locally sourced, nutritiously balanced, good for people and the planet. It’s food you can feel good about.
Create
The original identity was founded on two instantly recognisable brand assets. The signature and the aubergine colour have been ever-present on UK doorsteps for a decade, from meal one to meal thirty million. An identity update in 2021 doubled-down on those elements, while adapting the supporting system to accommodate the rapid growth of the business.
Box
Designed to get noticed on doorsteps, the Mindful Chef box maximises the impact of the signature and brand colour.
Identity system
As the business grew, the requirements of the identity evolved. A 2021 update focused on creating a scalable system that would bring joy into every part of the experience. From the digital product through to the printed recipe cards.
Commit
The founding team committed to brand from day one. Embracing the work we did and embedding it across every part of the organisation. That commitment ensured they weren’t just creating a best-in-class product, they were building a valuable brand to stand the test of time.
The different reality
Ten years after our partnership began, the business has served over 30 million meals to over 400,000 customers. It has £50 million in annual revenue, and Nestlé acquired a majority stake in 2022. And as a registered B Corp, they’ve also donated 20 million meals to school children living in poverty.
There aren’t many agencies that can create a brand to take you from year one to year ten and beyond. The work we did with Ragged Edge has been integral to everything we’ve achieved since the very beginning.