Silver Chef launches refreshed branding by Brisbane agency Nick Did This
Independent creative agency Nick Did This has completed a rebrand for hospitality equipment financier, Silver Chef.
The rebrand includes the introduction of the tag line ‘Don’t Dream, Do’, which aims to highlight the bravery and ambition of hospitality entrepreneurs.
Silver Chef has also brought on Henry Wu, Gabriel Escalante-Gafau and Annie Bingley from Mongrel in Brisbane, and Kate Williams of Nodo to represent the brand.
Gabriel Escalante-Gafau, Annie Bingley and Henry Wu from Mongrel are the faces of Silver Chef’s new brand
The new brand has rolled out across all channels and customer touch points in Australia, New Zealand and Canada.
Jamie McCalman, global marketing manager at Silver Chef, said in a statement: “We didn’t leave much to chance in shaping our new identity and campaign. It was based on meticulous
research and analysis, starting with Colmar Brunton conducting one of the largest reports of its kind into our target audience.
“We had a burning desire to properly understand the contemporary needs of our audience and then construct, almost from the ground up, an identity that deeply connected to those needs. We needed an emotive, relevant and inspiring rallying cry for our audience, so we had to begin with a laser-like focus on our customers and partners.”
The former branding for Silver Chef
Kate Burke, Silver Chef’s brand and communication lead, said: “Our brand goes deeper than a logo or tagline – it lives in even the smallest interaction we have with our customers, partners, and each other. While there’s a lot of work to do to align all our touchpoints to our brand promise, we know that inspiring and engaging our people is the right place to start.
“Internally, the stakes couldn’t be higher. The new brand signals a fresh start after a difficult 18 months of capital challenges – meanwhile, many of our people have worked here for decades and have a deep connection to our past. It was vital that the rebrand captured what’s truly at the heart of this business, so our team could buy into it.”
Nick Did This owner, Nick Pritchard, commented: “Silver Chef is a great brand and it’s been fantastic working with the team to create a campaign that we believe really taps into the mindset of customers.”
Credits
SilverChef team
Jamie McCalman, Global Marketing Manager
Ross Hopkins, Digital Solutions Architect
Kate Burke, Brand and Communication Specialist
Nick Did This
Nick Pritchard, Founder
Sandra Hind, Creative Director
Jeff Smith, Senior Copywriter
Marc Colette, Art Director
Michelle Towns, Producer
Laurence Yates, Editor
Ashleigh Cox, Senior Account Manager
Kellie Penridge, Head of Client Service and Strategy
Digital agencies
We R Digital
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