Chef Sam
Overview
008
Ongoing
2025 — 2026
Chef-level food, with an identity to match.
Chef Sam is a chef-led premium food brand founded by a professional chef with over 25 years in high-end hotels across Nigeria, including Nicon Noga Hilton. Most food vendors are inconsistent in taste, portion and quality. Chef Sam delivers meals with a trained chef's standards, fresh, well packaged and on schedule.
The brand needed to feel premium and trustworthy while staying warm and approachable, for busy professionals and families who want chef-level food at home or at work.
Process
How it was made
and why
Before the work, the thinking.
Chef Sam's identity has been drawn twice. The 2025 launch mark used orange for appetite and brown for premium.
In 2026 the business moved up-market, so the mark was redrawn in deep burgundy with a bolder S. The hat, the S and the cutlery stayed, so existing customers still recognise it.
The mark
An S built from soft, food-inspired shapes under a chef's hat, with a spoon and fork beneath. Warm enough for everyday meals, premium enough for a chef with 25 years in top hotels.
“Know it's Chef Sam before you open the bag.”
Selected documentation
Visual study
Project record
Roles
- Brand Identity
- Logo Design
- Packaging Design
- Brand Strategy
- Brand Guidelines
Full project
See it in the portfolio PDF
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