The Country Chef Bakery Co. – Queensland, Australia


Country Chef are baking specialists, based on Queensland’s Sunshine Coast. They have been baking since 1952 and create some of Australia’s favourite desserts, including a range of pavlovas and banana breads.


The purpose of the project was to reinvent the Country Chef master brand so it connected more directly with the target consumers and clearly communicated its character and key points of difference. The key objective was to create a relevant and meaningful brand identity that would truly stand out in the market and in the minds of Aussie consumers. 

For the new identity to be a success we recommended bringing tangible meaning to the words ‘Country’ and ‘Chef’ – allowing a narrative to be developed that balanced both the emotional and rational responses to the identity and communication. 'Country' became the Australian provenance side of the story, whilst the 'Chef' became the expertise and know-how platform. 

The biggest change we recommended was evolving the name of the business from 'Country Chef' to 'The Country Chef Bakery Co.' – helping to both distinguish and clarify the expertise of the business. We developed a total visual identity and set of design assets that allow consistent communications to a range of customers across a number of key products and creative channels.

The success of the rebrand has lead to Country Chef branching out into a variety of new categories with some exciting product innovations. 

Scope of work: Naming, Brand Identity, Art Direction, Packaging Architecture, Packaging Range Design, Style Guide, Brochure Design, Website Design.