Green Chef

Green Chef is a food delivery service  supplying several recipes worth of washed and measured ingredients to your door weekly, but with one major difference from its competitors—an honest focus on healthy eating. While words like organic and natural are ubiquitous in marketing, Green Chef can do something most can’t—truly back them up.

Certified Organic with special attention given to following each ingredient across the supply chain, Green Chef is giving people who want something better than takeout, but don’t have much time the option of a healthy, home-cooked meal.


As they prepared to expand nationwide in the fast and increasingly competitive food and meal delivery market, Green Chef approached Character to help them rebrand. An examination of the category revealed one major truth: for many, dinner had become a dilemma. People were struggling with what they could put on the table that checks the boxes of quick, healthy, easy, and wholesome.

While competitors were telling parts of this story, we wanted Green Chef to own the solution. We built a brand that could stand for the pride, satisfaction, and triumph of a meal without compromise. 


The promise of Green Chef is rooted in the home. It’s a brand that honors the experience of preparing a meal to share with those you care about, empowering healthy eating and cultivating healthy habits.

Character wanted to create the true icon of a home kitchen hero, a symbol that represented both the respect for ingredients and hands-on preparation in way that spoke to home cooks, regardless of their experience level.

Crafted, personal, and immediate, the cutting board became the emblem of these kitchen victories and the perfect metaphor for what Green Chef enables. From its simple, elegant form developed a language of illustrations, colors, and textures coupled with a versatile typographic system that works across the company’s many applications, from labels and packaging to recipe cards and ads.

“Few items in a home kitchen speak like the cutting board. Intimate, crafted, and purposeful it mirrors the Green Chef experience.”

Ben Pham  / Partner + Creative Director