New brand identity for Dennis Gasper – online cooking classes for at home
BrandingBrand StrategyCorporate DesignUX DesignUI DesignWeb DesignCommunication StrategyWeb Development
From an economic perspective, the coronavirus pandemic hit the hospitality industry particularly hard. The well-known Düsseldorf chef Dennis Gasper also had to scrap big plans. With the courage of desperation, and on the advice of his wife Karolin, he took the leap in front of the video camera: cooking together in front of the screen – why not? What began as plan B has since become a first-class business model that is successful internationally.
The new digital brand identity
The website serves as the hub of the various services. It informs prospective customers about the range of courses, useful tips and tricks, and delicious recipe ideas to cook at home.
Social media
A presence on social media is a central aspect of the Dennis Gasper brand. Here you can find inspiration as well as tips and tricks for everyday cooking. It whets the appetite for more and is therefore a perfect complement to an online cooking class.
Corporate Design
To shape the brand identity, we use a special house typeface for the wordmark. With its characteristic details, it is also used for headlines. With its corners and edges, it gives the texts an independent character and conveys the emotion of cooking. A selection of alternative glyphs provides extended means of expression. For running text, the simple and modern grotesque typeface Koopman is used as a complement.
Key visual and imagery
The playful-looking compositions of ingredients address the core idea of the cooking classes: cooking should be fun. And with the right balance of different ingredients, a delicious dish can be conjured up quickly and easily. The qualified advice for professionals and hospitality staff is also reflected in the key visual. It is complemented by high-quality food photography covering the variety of topics of the classes and dishes.
„Entering a completely new segment took courage. Thanks to the cooperative collaboration with arndtteunissen in the areas of business model innovation, design and social media, I have been able to build a secure footing over the past two years and set new standards in a little-developed market.“Dennis Gasper, online cooking pioneer
Business stationery
The Corporate Design can easily be applied to a wide variety of media, from simple office supplies and the digital presence to the cooking utensils for the workshops. Here, the colours become a high-quality and memorable element in combination with the typography.
We look forward to an initial, no-obligation conversation with you
Christian Malling
Senior Project Manager