Chefiality, Lahore: Branding and Creative for a Chef and Baking Supply Store

What the posts had to do

Chefiality sells many unrelated-looking products: Belgian chocolate, flavoured syrups, tortillas, dried fruit, spreads, knife sets and baking ingredients. A feed that only listed them would be dull, so the posts do three jobs at once. They show the products clearly, they give followers something to answer, and they follow the calendar. Most posts carry a Download our app now strip with App Store and Google Play buttons.

The design

The brand look is a deep red and a warm golden yellow, with the Chefiality chef-hat logo and the line All a chef wants at the top. Red posts use a wavy yellow edge at the bottom and chunky outlined headlines, for example "Taste that takes you to clouds", "Always lusciously flavorful" and "Little bites of big flavor". Yellow posts carry a patterned background and a calmer serif headline.

Product posts use one idea each and a strong visual joke: a burger inside an emergency glass box, a bottle in an oval mirror, red sunglasses reflecting tubs of spread, a bottle half covered by a red cloth for "Someone's about to get a makeover", and a cartoon cupcake with a syrup bottle for "Always a yummy combo".

Engagement posts invite replies without selling: true-or-false questions about eggs, a word puzzle that asks followers to guess the dish, a poll on toast toppings, an emoji reaction test, a spread-your-DNA joke and a fact post about grapes and another about baking chocolate. A store announcement uses a map pin around a Lahore landmark and the address in Faisal Town.

Ramadan and Eid

Two campaigns change the look. Ramadan posts move to a pale ivory with lanterns and ingredients, with iftar recipes and a Ramzan dessert prompt, and the Eid posts use a purple background with string lights, a mosque window and festive dishes, ending in a three-day Eid menu question and a newspaper-style post called The Chef's Times.

Food & beverage creative

50 pieces from the Chefiality portfolio.