Chef Cesar’s is a Miami-based brand of Latin and Caribbean spices, sauces and marinades. In over three decades in business it had remained mostly local and had zero marketing presence.
Their new strategy was to rebrand and expand their consumer base to include a younger generation of Latinos looking to hold onto their roots through cooking.
The new logo was designed to modernize the brand while retaining traits of the original by using a similar typeface and including a nod to the old mascot with a chef hat icon.
To avoid losing any brand recognition it had in the local market, the palette was kept mostly the same apart from small tweaks to tone down some of the harshness of the original.
New typefaces were selected to compliment the rebrand in its new advertising aspirations.
The rebrand introduced a tagline for the first time to signal a fun, informal and easy-going tone that would drive a series of digital and OOH ads designed to make cooking feel more approachable to a new generation.
