Secret Chef
Logo Design, Brand Identity, Merchandise
OVERVIEW
Secret Chef is a fast-paced and secretive cooking card game for families with kids and their friends with educational and competitive components. Some of the checkpoints of the project were determining the base rules of the game, creating a full visual identity, designing additional assets and brand extensions.
Click here to see the full project deck including research, inspiration, and visuals.
TARGET AUDIENCE
Demographics of ages 8+
Large families, parents and children
Group of friends
Cooking enthusiasts
Elementary school students and teachers
DESIGN CHOICES
Logo
The small letter "C" in the word "SECRET" represents a junior in the group and/or the new member of the kitchen. The textured rustic background represents a cutting board and to stand out on packaging as well as other deliverables with mainly solid non-textured backgrounds for a nice contrast.
Color Palette
Approachable, warm, and happy colors to help reach the younger audience as well as their families and stand out on a store shelf.
Type
Poster Cut Neue: Child-like handwriting style with rigid edges and paper cut effect for titles to create a casual and fun look.
Outfit: Standard type for the body copies and smaller text for better legibility.
GAME CARDS
BRAND EXTENSIONS
“My First Cookbook Ever!”
The cookbook idea and design are created as the main brand extension of the game for children and families who would like to take the game one step further and actually cook with their kids.
The book features very simple recipes with cute illustrations that kids can easily cook with the help of an adult. This way they can apply what they learned with our game, further develop their cooking and motor skills as well as learn other educational components.
Building confidence, improving communication skills, and developing healthy eating habits are the main goals of the book.
Subscription Box and Expansion Packs
The subscription box is an optional service as an extension of the base game for families who would like to get the latest expansion packs and merch shipped to their door!
Additional categories include:
Limited Edition with Food Network
Drinks Edition
Baked Goods
Snacks
Breakfast
International Cuisine
The box would also include other goodies such as pins, stickers, and matching aprons for parents and kids! Cultural expansion packs are great to get kids exposed to different cultures and help them learn recipes from around to world.
