No passion to be found playing small

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PANTONE000
Pure
PANTONE8523
Passion
PANTONE1235
Vigour
PANTONE2290
Nature
PANTONE3252
Venture
PANTONE2084
Innovation
PANTONE1915
Loudness
Achef

Achef

  • Year

    2019-2020

  • Sector
    • FMCG
  • Services
    • Branding
    • Packaging

Achef is an ingredients and instant food manufacturer from east China, selling commercial products to restaurants. Nexty was assigned to help build the company’s branding and product packaging from the ground up.

The three Chinese characters we selected mean “love, kitchen, simple” respectively. The challenges of this case were that the logo needed to reflect the Achef name, its passion for kitchen-related products, and its quest to make a chefs’ job easier.
The logo represents both the Chinese cultural background and its modern attitude, utilising traditional calligraphy type to create a warm feeling for Chinese fonts.

As Achef is a medium-to-high-end brand, the entire graphic is composed of lines that reflect simplicity. The logo comprises multiple Chinese elements with the main graphic showing a unique window grille structure surrounded by a steaming spoon. This is intended to evoke a sense of family, and to reflect the brand’s deep understanding of the essence of Chinese food seasoning.
The spoon is an essential tool in cooking, and one of the four major Chinese inventions. The compass is the main element and is used to indicate an assured direction, while the condiment is an important food complement, laying down the taste of a plate of food.
The main graphic is outlined with sleek lines and the brand name “Achef” written in Chinese brush strokes. This makes the whole logo an instantly relatable icon with a high degree of recognition among