The Brief.
In the role of creative director for Run The Food, we sought out to create a brand that resonates with chefs striving to level up in their careers. The goal was to breakaway from traditional, polished consulting norms and embody mentorship with grit, authenticity, and creativity. The challenge was to design an identity that celebrates culinary ambition while speaking directly to chefs with a passion for both the craft and the culture surrounding food.
Design Decisions.
To bring Run the Food’s vision to life, we crafted a clean yet dynamic brand inspired by urban skate culture and the vibrant aesthetics of early 2000s hip-hop. This foundation allowed us to create a versatile graphics kit, seamlessly adaptable across merchandise, social media, and the brand’s website. Graffiti-inspired textures and bold, modern typography added energy and edge, ensuring the brand feels approachable yet unmistakably confident.
Verbal positioning became a critical piece of the puzzle, helping Run the Food stand out in the crowded consulting space. We introduced taglines like “86 Burn-out” and “Eat Up, Get Down,” infusing the brand’s messaging with humor and authenticity. The “Believe That” newsletter further reinforced the brand’s voice, creating a connection with its target audience of chefs who value transparency and hustle. The result? A brand identity that captures the raw, honest spirit of chefs on the rise.
