ZipChef is a chef-prepared meal delivery service targeting busy families who tend to lack the time or interest to cook in the evening. This startup business needed a strong brand with professional touchpoints that would allow them to go head-to-head with competition including fast food, takeout from local restaurants, and even bigger meal kit delivery companies such as HelloFresh or BlueApron.

The chef icon, Zippy, is modeled after Chef Norm, who himself prepares and delivers all meals along with his wife. Lemon yellow and leafy lettuce green evoke a healthy, colorful menu, a strong type palette gives a “foodie” feel, and several mockups demonstrate the way the brand can be DIY’d by the ZipChef team until they grow and expand.

A clever tagline, “Chop Chop!”, does double duty.