The Antichefs / R&D
Embedded Files
Brand & Identity
About this Page
A collection of thoughts, notes, logos and research into how our brand should look to the public.
Lecture Notes
Some notes written up during the interactive sessions with Paul and Andy.
What is The Antichefs is about? (and the nature of what the show wants to achieve)
Family Entertainment. The dynamics between the children and the chefs.
Why does The Antichefs exist?
As an evening wind-down entertainment show, with the ability to impress, inform and educate families and children about the world of culinery.
What do you do? How?
Show contrasting taste pallets and the idea of favourite food (the Michellin star chefs vs children vs their parents)
Teach the value in trying new food
Educating children in cooking
How is The Antichefs Different?
I'd like the show to put a twist on a somewhat guessable format. There should also be an element of drama and heart - a reason to connect with the contestants... as you know, people are characters.
We should value audience reaction, engagement and enjoyment.
Target Demographic
Parents and families - watching tv in the evening or around dinnertime.
The Logo
My idea for the logo starts similarly to the Masterchef logo, depicted by a letter M inside a spiral circle. I tried simply replacing the M with an A.
I beleive the hand-drawn nature of the logos work in favour by representing the fun, family-friendly nature of the show. Our main "characters" are children, who typically draw and sketch. A logo developed with this in mind helps paint our brand image.
One of the early sketches
Scribbles in different styles
Favourite Idea
Through the evolution of the sketches, the spiral A began to look like a frying pan. I opted to roll with that and added chopsticks for further culinary sybolism.
I believe this will be close to the final design logo. I should find a font that could work as the logo, or maybe leave it hand-drawn. The handrawn nature of the logo would fit the genre of family entertainment - possibly leaning towards childrens entertainment.
A smaller logo (to be used as an icon) could be created of just the A within a frying pan - something that relates back to the initial comparisons to the Masterchef logo. Could The Antichefs be pitched as a spin-off of Masterchef?
Making it Cleaner
Created in Canva. I found the original sketched look appeared too amature. Using modern, clean fonts - something you might see on a resturant brand looked more professional. The frying pan / saucepan icon was dropped, but the chopsticks were kept.
This version utilises the iconography of the chopsticks and the saucepan lid and switches from a hand-written type to something bold and clean.
TYPEFACE
Baron & DM Sans
I took inspiration from the fonts used on this menu template while keeping some of the symbols: the saucepan lid and chopsticks.
Both Baron and DM Sans are modern and clean - something you would expect from a upper-class restaurant. I'll use these fonts throughout the pitch deck, menu and advertising campaign.
The modern appearance of the text in the menu should be juxtaposed with crayon and graffiti - a representation of the potential chaos having children in a restaurant kitchen may bring. Canva has a lot of elements like this I may be able to use.
Our show should be a chilled and fun watch. The graffitied logo helps depict a more playful nature of show, while maintaining the sense of a respected, grown-up brand underneath.
Discovering Canva as a very useful tool!
Brand Morals
A quick summary, The Antichefs should be
Environmentally friendly
Family oriented
Conscious of social and economic issues
These ideas should run through the show, pitch, advertising campaign and brand identity.
Presenters
The face of our show is an incredibly important aspect of our brand image. As a family show, our presenter(s) and judges should be non-controversial figures. We could look into audience opinions of certain characters and analyse who would be the best fit for the show.
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