The Institute of Culinary Education (ICE)
Creating a brand that helps people find their voice in the culinary arts
After many successful years, The Institute of Culinary Education (ICE) was ready to reinvigorate its entire brand— from logo and messaging to its website. The Brandlogic strategy team researched and uncovered a key difference between ICE and its competitors. While the high-profile schools had strong name recognition and celebrity endorsements, their approach to education was too structured and disciplined for some students. ICE, on the other hand, combined rigorous study with a more flexible, creative approach to learning.
This central difference became the basis of a bold positioning and tagline: “Find your culinary voice.” The concept picks up on the dynamism and creativity of the school, while underlining its combination of education and culinary arts.
This idea was implemented into every aspect of ICE's communications to appeal to a wide range of students. We built a fresh, engaging brand identity that conveys precision and creativity at the same time. The identity comes to life in a radically transformed website that was built to offer students the optimal experience – from desktop to tablet to mobile.
The new brand identity has elevated ICE's stature, attracted a new student demographic, and has become a central part of ICE’s efforts to help students find and follow their own unique path through the culinary world.
The new brand identity has elevated ICE's stature, attracted a new student demographic, and has become a central part of ICE’s efforts to help students find and follow their own unique path through the culinary world.
The project has been featured on GRAPHIS DESIGN ANNUAL 2017 and it was granted with the Merit Award.
Photography Style
Color images
Color images
Food and chef / alumni portraits (always facing the camera)
Grayscale images
• Kitchen photography: Images depicting cooking process/culinary education are always in grayscale –
either cool or warm. People should not be facing the camera, but instead be engaged in their work.
Supergraphic – The Ingredients
In addition to other basic brand elements, the supegraphic supports the concept of diversity and creativity, from ICE's programs to future career paths. Food ingredients, flavors and colors inspired it's creation and look. While used sparingly, various crops and angles of the ingredients can be implemented in brand applications.
