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Visual Rebranding
for Le Nouveau Chef
Le Nouveau Chef is a chef wear brand positioned in the luxury segment, known for its high quality, premium aesthetic and fair production.
With a new generation of chefs entering the industry, the brand faced a shift in mindset. The challenge was to create a visual language that resonates with both established and younger chefs, while staying true to the brand’s heritage.
Through research and concept development, a new visual direction was defined, with a more connected and human-centered approach. The result combines refinement with a contemporary aesthetic, strengthening the brand’s position while maintaining recognizability.
PROJECT SCOPE:
Complete visual identity including: art-direction, brand and image guidelines, packaging, print and illustration.
Photography: Sander van de Ven
Videography: Tom Holti, Mike Janssen
The brand shifted from focusing on high standards and perfection to focusing on connection and the strength of the team. We started with an analysis of the current visual language to see what needed to change and what we could keep. We combined this with research on macro and design trends. From this, we developed a new direction. The visual style became more expressive and contemporary, while staying true to its luxury aesthetic. The result strengthens the brand’s position while maintaining recognizability.
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