PaperChef is a fantastic brand that puts food preparation at the center of creative expression, bringing friends, families, and entire communities together in celebration. Through their parchment papers, PaperChef takes a classic French cooking staple and reimagines it for a modern world–from on-trend foodies to the environmentally conscious.
Our challenge was to take the original PaperChef logo and brand colors, and place them in a new refreshed digital environment–one that is honest, natural, and that lets the colors and flavors of the foods shine through–all while staying true to other brand properties, like the existing parchment packaging. Not to mention the entire website needed to be fully translated into French for Canadian users.
We approached this redesign by dissecting who and what the PaperChef name and image really is, beginning with reshaping the brand around a new image style. The new style resulted in imagery that felt like home; like you’re in someone’s quiet kitchen on a Sunday afternoon. They emphasizing white, natural light, and muted colors, with a focus on the process of cooking bringing people together, rather than just the final plate.
This mood was the jumping off point for new messaging, typography, and additions to the original PaperChef color palette.
Imagery compiled in a mood board directed new website photography and was a jumping-off point for the overall mood.
We jumped from the overall strategy into an extensive web design process, beginning with sitemapping, wireframing, and rounds of designs. Throughout the entire web design process, not only did we have to account for the new brand vision aligning with the existing brand components, we also had to develop a flexible site–one that was able to be easily updated as new foods come into season, but also have a site that was easily navigated in both French and in English and one that integrated Shopify for online purchasing.
After compiling the new website copy in English, it was translated into French and the site was duplicated so it as users visit the site from an IP address in a French-speaking region, they are seamlessly served the French version of the site and vice versa. We subsequently integrated Shopify, so that bundles of PaperChef products can be bought directly from the new website, rather than moving back and forth between browser windows.
In the end, PaperChef.com was completely transformed from a static site to a new robust vision that showcases the company’s strong values right next to their outstanding product. You can view the new website and purchase your own PaperChef parchment here.
The PaperChef Story page, showcasing imagery with natural light and a unique page structure that used pull quotes to help the user’s eye move down the page.
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