Brand Tone

Practical, professional, and quality-focused; direct and centered on functional benefits; clear, no-nonsense; straightforward and geared towards the working chef.

Brand Values

• •Functionality
• •Quality and Durability
• •Professionalism
• •Accessibility

Best Practices

• •Prioritize Function Over Flair: Always lead with the practical benefits of the product. Use clear, direct language that explains how the product solves a problem for a chef (e.g., 'stain-resistant,' 'non-slip,' 'breathable').
• •Use Industry-Specific Language: Employ terms that resonate with culinary professionals (e.g., 'service,' 'back-of-house,' 'kitchen-grade') to build credibility and show you understand their world.
• •Maintain a Professional and Respectful Voice: Avoid overly casual slang or humor. The tone should reflect the serious nature of the culinary profession.
• •Emphasize Quality and Durability: Use words like 'durable,' 'reinforced,' 'high-quality,' and 'long-lasting' to reinforce the brand's core value proposition. Link this to the investment a chef makes in their career.
• •Showcase the 'By a Chef, For a Chef' Angle: When appropriate, leverage the founder's story to build authenticity. This narrative adds a powerful, relatable dimension to the brand's identity, separating it from faceless corporate suppliers.

Social Perception

A specialized outfitter for the culinary industry, founded by someone with direct experience in the field. Conveys authenticity and entrepreneurial spirit, potentially fostering connection with aspiring chefs and industry professionals.

Copy Examples

• •CHEFE: Professional Gear for the Modern Kitchen. Built to Last, Designed for the Craft.
• •Our CHEFE Chef Jacket combines a professional look with practical design. Made from durable, breathable fabric with reinforced stitching to withstand the heat of service. Available in zipper or button closure to suit your preference.
• •Long shifts demand gear that works as hard as you do. Our non-slip, waterproof chef shoes provide the safety and comfort you need, service after service. #ChefLife #KitchenEssentials #CHEFE
• •Your New Kitchen Uniform is Here. Shop the CHEFE Collection.
• •Gear up with the complete CHEFE Set. Get a professional jacket, pants, and apron at a special price. Quality and function, all in one package.