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Transforming your life through genuinely tasty and healthy food

Intent on creating a
healthier world

Fit Chef are a home meal delivery service that meets the needs of fitness and foodie lovers to live a balanced lifestyle. Their mission is to transform their customers living and working life through genuinely tasty and healthy food. We were approached by the founders of Fit Chef to develop a brand strategy, visual identity and website that would better represent who they are. The brand needed to represent their concept to offer delicious meals for time-poor foodies with a goal to create a healthier world.

Though the food prep industry has an extremely competitive scene, there was a gap in the market between the ‘Gym Food’ heavy meals and the deliciously tasting meals. Being a new challenger Fit Chef needed a strong brand identity to make that niche it’s own and carve their own path in healthy lifestyle food.

We set out to create a contemporary and smart logotype for use on digital platforms, packaging, clothing and social media. Fusing the F and I in fitchef produced a connection within the logo which suggested the fusion of the two sides of the brand - healthy nutritional meals cooked to perfection by chefs. This fusion resonated through the development of other aspects of fitchef’s visual identity such as contrasting typography options and a balanced colour palette; a bright orange paired with a deeper navy blue.

With a visual brand designed to attract the attention of its target audience, we then developed Fitchef’s brand personality, narrative and tagline that explains their core values. With the new brand, Fitchef now has the purpose, voice, platform and tools to accelerate growth and expand its appeal to a greater audience.

"Working with Noir allowed us to really explore what made our brand different to others and allow us to articulate our vision better."