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 we shaped the project to stick to honest ideas.
Logo and Branding
Our challenge was to take the original PaperChef logo and brand colors, and place them in a new refreshed digital environment. We felt that one that is honest, natural, and that letting the colors and flavors of the foods shine through was perfect. All while staying true to other 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. The process began with reshaping the brand around a new image style. The new style guidelines resulted in imagery that felt like home to us. We went for the feeling of someone’s quiet kitchen on a Sunday afternoon. Emphasizing white, natural light, and muted colors, with a focus on the process of cooking to give warmth. We brought 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, we had to account for the new brand vision aligning with the existing brand components, as well as develop a flexible site. We needed one that was able to be easily updated as new foods come into season. Easy navigation in both French and English, and Shopify integration for online purchasing were key.
After compiling the new website copy in English, it was translated into French and the site was duplicated. As users visit the site from an IP address in a French-speaking region, they are seamlessly served the French version of the site. We subsequently integrated Shopify as well. This allowed bundling of PaperChef products bought directly from the new website, rather than moving 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.
PaperChef’s Story page, showcasing imagery with natural light and a unique page structure. Using pull quotes to help the user’s eye move down the page.
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