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Mindful Chef

Mindful Chef

Health brands tend to demand an almost evangelical commitment. Great in theory, but real life usually gets in the way. So we helped this ambitious start-up stand out by taking a more down-to-earth approach.

We delivered:

Brand strategy, visual identity, website and packaging.

Mindful Chef

11,000 meals a week

The new brand helped Mindful Chef win the hearts of consumers and investors alike. Two years since its launch, the brand ships over 11,000 meals a week, and is the UK’s number one rated recipe box on Trustpilot. Meanwhile the team have secured £3 million in investment as they continue their ambitious plans.

Mindful Chef delivery box
Mindful Chef apron

Our approach

We asked people what they really wanted from a health brand. And the answer? Balance.

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

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
Mindful Chef
Mindful Chef app icon
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.

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