★ Roth Industries: Prep Chef
Prep Chef is a line of ready-made, refrigerated meals from Roth Brands, offering a full range of meals, proteins, and breakfasts sold in grocery stores nationwide. I led the full branding and creative direction for the brand, including primary and secondary logo design, the creation of a brand mascot, and complete packaging design that met USDA approval. I also designed and built the Prep Chef website, featuring product pages, informational content, and personalized recipes that I designed, created, and photographed myself. In addition, I developed and managed Prep Chef’s social media presence, running the Instagram account, creating marketing graphics, writing posts, and generating campaign ideas to connect with consumers and build brand awareness. From digital presence to packaging on store shelves, I crafted a cohesive, consumer-ready brand identity that brought Prep Chef’s vision to life.
Photography: Souders Studios
#ArtDirection
#Graphic Design
#Branding
To begin this process, I did a lot of market research since I was unfamiliar with package design. I walked through Coscto with the CEO of the company for him to show me where the products would be on the shelf, what other packages look like, and the exact type of packaging we would be using as well.
Fortunately, I was given a logo to work with. This definitely helped in the initial stages - since I had so much to do, at least having a logo and wordmark to work with!
To begin the actual package design process, I started using random photos of food to decide where I wanted the photography direction to go. This also was important for layout, alt logo ideas, and beginning to understand the necessities of USDA approved packaging.
One of the most fun stages of this whole process was working with the food photography experts at Sonders Studios. For the two day shoot, I brought food samples of all products needing packaging. I was able to lead the direction of the shoot based on packaging prototypes, but also take in the whole creative process from food staging to the technology differences in the camera equipment needed to take such high quality photos.
Recieving the final images from this shoot lead the creative for the Prep Chef campaign. So beautiful and perfectly showed the product!
This is the time I decided a Prep Chef mascot was necessary for marketing! He is of coursed based off the original Prep Chef logo. His unofficial name is Sir Chef.
After several iterations of design, waiting for nutrition information and ingredients from the kitchen, barcode creation, and going through the USDA approval process - this is the final package design! A light cutting board background, orange and navy brand colors, with Sir Chef on the back panel promoting the social as well as a QR code.
The QR codes were an ask from the CEO, Mitch Roth. The concept is that we sell ready made protein, and on our website we would have recipes for each product to make them a complete meal. This was my next endeavour!
More package design photos!
Once the packaging was complete and approved, I build the Prep Chef website, Instagram, Tiktok and Facebook and began marketing.
Beginning to create recipes and content for DEP and Social
My little recipe videos using Prep Chef proteins!!! All these recipes were created, filmed, and published by me!
I made social graphics and campaigns, including giveaways, new product launches, brand awareness, and announcements of new locations as the brand expanded nationwide.
I started working on some motion design as well!
Prep Chef in stores! An incredible experience.
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