With over 150,000 customers, £53 million in annual revenue, five million meals donated to children living in poverty, and a recent majority stake acquisition from Nestle, the original Mindful Chef brand was working hard. But with a 452% spike in customers due to Covid and plans to scale within the UK and beyond, Mindful Chef needed an evolution to take on this scale-up phase and help them continue to change the way the world eats.


Locally sourced, nutritiously balanced, good for people and the planet. The care Mindful Chef put into every meal, and the ease their boxes bring to mealtimes makes you feel good. And it’s this feeling that informed our creative. The logo, redrawn from scratch, feels bold and sophisticated but retains a joyful hand-drawn quality. The signature aubergine was deepened, while the updated illustration style and tone of voice bring energy to the end of your day. Resulting in an identity that is both premium, considered and uninhibitedly joyful.

“Ragged Edge has built on the huge success of their 2015 approach, and updated it to power the next phase of our growth. There aren’t many agencies that can create a system to take you from year one to year six and beyond in such a seamless and effective way.”

Co-founder, Mindful Chef

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