Brand Tone

Professional and Authoritative, Passionate and Community-Focused, Modern and Stylish, Supportive and Appreciative, Innovative

Brand Values

• •Quality
• •Customer Focus
• •Integrity
• •Loyalty
• •Teamwork
• •Innovation
• •Passion for Hospitality
• •Family Values
• •Sustainability
• •Community Support

Best Practices

• •Speak from a Place of Passion and Respect: Always convey a genuine enthusiasm for the culinary and hospitality industry and a deep respect for the professionals within it. Use language that celebrates their skill and dedication.
• •Emphasize Quality and Functionality with Confidence: Clearly communicate the superior materials, design features (like Cool Vent™ technology or utility pockets), and durability of the products, reflecting the brand's authority and expertise.
• •Maintain a Professional yet Approachable Voice: While showcasing expertise, ensure the tone is welcoming and inclusive. Avoid overly technical jargon unless speaking to a highly specialized audience. The aim is to be a trusted partner.
• •Incorporate Storytelling: Share the stories of chefs, the brand's journey, and community involvement. This humanizes the brand and reinforces its values of community and passion.
• •Highlight Innovation and Modernity: Continuously refer to the brand's commitment to innovation, stylish design, and understanding of current industry trends, appealing to modern culinary professionals.

Social Perception

Trusted Supplier, Industry Leader, Quality and Durability, Stylish and Modern, Supportive of the Hospitality Industry, Good Customer Service

Copy Examples

• •Headline: Engineered for Excellence. Designed for the Modern Chef. Body: At Chef Works, we don't just make uniforms; we craft tools for your passion. Experience the difference that quality, innovation, and a deep understanding of the kitchen can make. #ChefWorks #CulinaryPrecision
• •Headline: Your Craft. Our Commitment. Body: For 25 years in Australia, Chef Works has been dedicated to empowering culinary professionals. Our apparel is built to endure the heat, designed for peak performance, and stylish enough to make an impression. Join the Chef Works family. #HospitalityStrong #ChefLifeAU
• •Headline: Beyond the Fabric: Weaving Community into Every Stitch. Body: We're more than just uniforms. Chef Works is a community united by a shared passion for hospitality. From supporting upcoming talent to partnering with industry leaders, we're invested in the future of Australian cuisine. #ChefWorksCommunity #PassionForHospitality
• •Headline: Sustainable Style for the Conscious Kitchen. Body: Introducing our Re: Sustainable range – where innovative design meets environmental responsibility. Look good, feel good, and cook good, knowing your Chef Works gear is making a difference. #SustainableHospitality #ChefWorksEco
• •Headline: Don't Just Work. Create. Perform. Inspire. Body: Chef Works apparel is designed to move with you, offering unparalleled comfort and functionality so you can focus on what truly matters: your culinary artistry. Elevate your performance. #ChefWorksPerformance #KitchenInnovation