Cheffie's makes quality food products in Singapore. The first product launch for the brand is PIES PIES BABY, handcrafted gourmet pies baked and delivered fresh. The brief was to create both the master brand Cheffie's and the product line Pies Pies Baby. Cheffie's is inspired by the founder's story and experience as a Singapore master chef and television chef. The product Pies Pies Baby was crafted to express a fun, energetic spirit for flavourful pies and to put a unique spin on the naming and tone-of-voice we found inspiration in the 1990 music hit "Ice Ice Baby" by Vanilla Ice. We felt that the products high quality and unique flavours fit well with the "VIP" nature of the hit song and vibe.
Cheffie's makes quality food products in Singapore. The first product launch for the brand is PIES PIES BABY, handcrafted gourmet pies baked and delivered fresh. The brief was to create both the master brand Cheffie's and the product line Pies Pies Baby. Cheffie's is inspired by the founder's story and experience as a Singapore master chef and television chef. The product Pies Pies Baby was crafted to express a fun, energetic spirit for flavourful pies and to put a unique spin on the naming and tone-of-voice we found inspiration in the 1990 music hit "Ice Ice Baby" by Vanilla Ice. We felt that the products high quality and unique flavours fit well with the "VIP" nature of the hit song and vibe.
We brought to life different aspects of the Pie Pies Baby graphic and voice inspired by Vanilla Ice. With the cool sunglasses and signature hat, we built the street-cool persona into the pies brand.
A pie is only complete with a great sauce! We created a range of Cheffie's sauces for the Pies Pies Baby range. We extended the brand personality with "Chilli Ice" and "Tomato ice" by creating unique characters to inject Chefffie's fun attitude.
