Chefs’ Warehouse is a legendary Sydney chefs’ equipment supply store which has serviced the hospitality industry for 30 years. It is very much the preferred store for chefs, celebrity chefs and the industry.

Its original store in Redfern was an iconic Surry Hills landmark with a giant two-storey whisk and large 3D red type signage pinned off the building. New owner Melissa Wyner moved the business to an ex-Presbyterian Redfern church, where the whisk was re-located and placed in the pulpit. The red type signage was installed inside as a nod to the brand’s origins.

My task was to work with Melissa and the team on a brand refresh, keeping great respect to the brand’s history.

The key brand elements were the dominant use of red, the utilitarian typography and the whisk, all of which were focused on with the new branding. Stage two will entail a full ecommerce website and plans for neon signage.

I wish every branding project was this much fun!