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Mindful Chef

Mindful Chef

A brand that brings balance to busy lives.

We delivered:

Brand strategy, visual identity, website and packaging.

Mindful Chef

Our approach

Eating and living healthily. Great in theory, but real life usually gets in the way.

Our brief

Mindful Chef is an ambitious start-up offering meal kits that help people follow a lean and healthy lifestyle. The fresh meal kit market is crowded, competitive and commoditised. Our job was to define and create a brand that would attract the attention of busy people everywhere. 

Brand strategy

We spoke to lots of potential consumers – from city boys to creative entrepreneurs – and no-one wanted to compromise. Why should a healthy, mindful lifestyle have to come at the expense living life to the full? This insight helped us define Mindful Chef’s purpose: to make healthy living easy, empowering busy people to work and play as hard as they liked. We called this Modern Mindfulness.

Mindful Chef

Visual identity

We used the idea of balance to bring Modern Mindfulness to life visually. A handwritten logo was supplemented by a set of food-inspired patterns that can be applied to 50% of any element.

Mindful Chef
Mindful Chef brand guidelines

Website and packaging

The brand’s online presence set out to make ordering a meal kit simple and intuitive, while the packaging was designed to get noticed as people carried it home.

Mindful Chef
Mindful Chef
Mindful Chef
Mindful Chef website
Mindful Chef
Mindful Chef app icon
Mindful Chef
Mindful Chef
Mindful Chef

Ragged Edge stood out for their ability to combine practical strategic thinking with beautiful creative. We’ve been blown away by the overwhelming positive response the brand has received from both customers and journalists alike. We’re thrilled.

Giles, Co-founder, Mindful Chef.

Work