Client: Chefmaster Packaging
Project: Brand Identity, Packaging, Website
Sector: Hospitality, Catering, and Retail Packaging

The Objective

Chefmaster Packaging, a trusted name in the Australian hospitality industry for over 50 years, faced the challenge of modernising its business in the face of growing competition and evolving industry demands. Best known for its iconic 80-litre printed bin liners, the company sought to reposition itself as a leader in sustainable food packaging while preparing for future growth opportunities.

Being reliant on traditional marketing methods like telemarketing and printed flyers, Chefmaster struggled to engage in a digital-first, eco-conscious market. To stand out in a crowded industry, Chefmaster needed a rebrand that reflected sustainability, innovation, and differentiation. The goal was clear: modernise the brand, capitalise on digital tools for growth, and position the company to appeal to new markets.

The Solution

Recognising the need to evolve, Chefmaster partnered with Dovetail to create a refreshed identity that would set it apart in a competitive marketplace. The result was ‘Chefmaster Packaging – The Simple Choice’, a brand that not only communicated its commitment to sustainability but also strongly emphasised its value proposition in the market.

Key elements of the transformation included:

• Rebranding: The original logomark was modernised but reassigned to the product brand level. This allowed for a new digital friendly logomark to be created. The letters “C and M” from “Chefmaster” were redrawn and reworked to form a unique and trademarkable symbol Chefs hat. To ensure the customers understand what “Chefmaster” sell, the word “Australia” was replaced with brand category description “Packaging”.

• Brand Positioning: “The Simple Choice” communicated Chefmaster's easy to work with approach, appealing to both sustainability-focused and value-driven customers.

• Website Launch: A sleek, user-friendly e-commerce platform was introduced, generating immediate sales and showcasing custom printing options.

• Sustainability Messaging: Marketing campaigns emphasised partnerships with eco-friendly brands like BioPak and Envirochoice, reinforcing Chefmaster’s commitment to responsible sourcing.
  
  

The Result

The rebrand yielded measurable success, positioning Chefmaster for long-term growth and expansion. The new website drove immediate sales, with online orders spiking on launch day. 

Enquiries for custom-printed packaging solutions also increased shortly after the rebrand, further cementing the brand as a leader in eco-friendly packaging. High client satisfaction with the rebrand led to an extended partnership with Dovetail, who was re-engaged to oversee the rebranding of Chefmaster’s sister company, Global Packaging. (Due January 2025)

Dovetail Brand Engagement are a dynamic branding agency based in Melbourne and Perth, who are also experts in Human Resources. They combine and align the power of both “brand and culture” to transform Australian & International businesses to the next level. If you would like to find out more about how we could “redefine your brand” please click here.