Parsley & Sage is a home-based business providing fresh, gourmet meal delivery. Offering more than just tasty food, they provide a lush experience for their customers.
Services
Brand Strategy
Visual Identity
Logo Design
Label Design
Print Ads
Brochure
THE CHALLENGE:
THE DIFFERENCE IS IN THE EXPERIENCE
Because of the numerous businesses offering home-cooked meals in the area, Parsley & Sage were up against some stiff competition. They needed to find their differentiator. What did they offer that others did not? Additionally, customers would likely hesitate to order home-cooked food if they weren’t 100% certain of the company’s professionalism and standards of cleanliness. Parsley & Sage needed to brand themselves in a way that would preclude these objections.
The results:
TRIPLED SALES & INUNDATED WITH ORDERS
Parsley & Sage has a rich and cohesive identity that communicates premium, quality, and handmade. Once the ads went live, they were inundated with orders and their sales tripled!
STRATEGY
I conducted a Brand Strategy Session with Parsley & Sage to delve into who they are and what makes them unique. A competitive analysis gave us a clear perspective on the current market. We started thinking about what we could do differently.
POSITIONING
Together, we discovered that Parsley & Sage’s primary differentiator lies in the way they package the food. Their food containers are much more than utilitarian — they are highly aesthetic, transforming the event of getting supper delivered into a pampering dining-in experience.
We wanted to leverage this difference and position Parsley & Sage as the premium option for delivered home cooked meals.
NAMING & LOGO
The brand and design elements needed to reflect the high-end nature of their brand. After research and brainstorming we nailed the brand name, choosing it for its gourmet vibe and setting the tone for the brand's sophisticated identity.
LOGO
Next, we developed the brand logo. It incorporates an illustration with a hand-drawn feel — emphasizing the idea that this meal was “handcrafted” especially for the customer.
COLOR PALETTE
For the primary color palette, I selected charcoal and gold — sophisticated, clean, and luxurious-looking colors. To add a pop of vibrancy, I included pink accents.
I also designed fun, custom patterns to use on the packaging and other brand touchpoints, such as the menu.
PACKAGing
Because the brand’s main differentiator is their packaging, I spent a lot of time getting it just right. We tested several different types of containers and boxes until we came up with the perfect system. Then, I created unique labels with playful phrases to enhance the unboxing experience. The labels include blank spaces to hand-label what’s inside, giving a high-end, vintage feel and driving home that this is not commercially-produced food.
I directed the photoshoot using simple props and a realistic kitchen so consumers can envision the experience in their own home. I also designed print ads targeting the primary audience: mothers in the US with married children living in Jerusalem.
“Chaya took my unofficial side hustle and transformed it into a professional business I am proud to own! Besides being a super talented designer, I was blown away with her dedication to my project — she really gave it her all. Chaya took my ideas and dreams and turned them into a reality that I absolutely adore. Since launching my new brand identity and packaging, I have gotten a tremendous increase in sales – if that doesn’t say it, then what!? If you need a designer completely devoted to your project and who can deliver tangible results get on a call with her!”
Z. Sternbuch, Owner, Parsley & Sage
STRATEGY
I conducted a Brand Strategy Session with Parsley & Sage to delve into who they are and what makes them unique. A competitive analysis gave us a clear perspective on the current market. We started thinking about what we could do differently.
POSITIONING
Together, we discovered that Parsley & Sage’s primary differentiator lies in the way they package the food. Their food containers are much more than utilitarian — they are highly aesthetic, transforming the event of getting supper delivered into a pampering dining-in experience.
We wanted to leverage this difference and position Parsley & Sage as the premium option for delivered home cooked meals.
NAMING & LOGO
The brand and design elements needed to reflect the high-end nature of their brand. After research and brainstorming we nailed the brand name, choosing it for its gourmet vibe and setting the tone for the brand's sophisticated identity.
Logo
Next, we developed the brand logo. It incorporates an illustration with a hand-drawn feel — emphasizing the idea that this meal was “handcrafted” especially for the customer.
COLOR PALETTE
For the primary color palette, I selected charcoal and gold — sophisticated, clean, and luxurious-looking colors. To add a pop of vibrancy, I included pink accents.
I also designed fun, custom patterns to use on the packaging and other brand touchpoints, such as the menu.
PACKAGing
Because the brand’s main differentiator is their packaging, I spent a lot of time getting it just right. We tested several different types of containers and boxes until we came up with the perfect system. Then, I created unique labels with playful phrases to enhance the unboxing experience. The labels include blank spaces to hand-label what’s inside, giving a high-end, vintage feel and driving home that this is not commercially-produced food.
I directed the photoshoot using simple props and a realistic kitchen so consumers can envision the experience in their own home. I also designed print ads targeting the primary audience: mothers in the US with married children living in Jerusalem.
“Chaya took my unofficial side hustle and transformed it into a professional business I am proud to own! Besides being a super talented designer, I was blown away with her dedication to my project — she really gave it her all. Chaya took my ideas and dreams and turned them into a reality that I absolutely adore. Since launching my new brand identity and packaging, I have gotten a tremendous increase in sales – if that doesn’t say it, then what!? If you need a designer completely devoted to your project and who can deliver tangible results get on a call with her!”
Z. Sternbuch, Owner, Parsley & Sage
