CeeChoo: Making Western Cooking Accessible to Chinese People

Situation: Creating Brand Identity for Cultural Cooking Bridge

CeeChoo 西厨 (CeeChoo is the phonetic English equivalent of the Chinese characters which roughly means “western kitchen”). The brand aims to make western cooking more accessible to Chinese people.

They aim to be a valuable source of information about western food for Chinese people who want to learn to cook western food and share their experiences. The target customers are mainly well-educated Chinese consumers who are interested in western culture, cooking, and healthy, high-quality food.

The recipe website market requires brands that communicate accessibility, quality, and cultural connection. CeeChoo needed a brand identity that would bridge the gap between Chinese consumers and western cooking while connecting well with their target market.

Task: Create Brand Identity Bridging Cultural Cooking Gaps

The challenge required:

• Cultural bridge: Brand identity that makes western cooking accessible to Chinese people
• Information source: Visual identity that communicates valuable source of information
• Community building: Brand that enables sharing experiences and knowledge
• Target audience: Brand that connects with well-educated Chinese consumers
• Competitive advantage: Brand that makes western cooking accessible through translation and products

Founder’s Vision: Helping Chinese People Cook Western Food

The founder of the business is Chinese but is interested in western cooking and she wants to help Chinese people to easily cook western style food at home, in China, by providing recipes, information and a selection of products. She wants to involve a range of contributors to share their experience and knowledge with other Chinese consumers.

This vision works because:

• Cultural bridge: Chinese founder interested in western cooking
• Home cooking: Help Chinese people cook western food at home in China
• Complete offering: Recipes, information, and products
• Community contributors: Range of contributors sharing experience and knowledge

Competitive Advantage: Making Western Cooking Accessible

The key point that sets this business apart from competitors is that it makes western cooking accessible to Chinese consumers. To accomplish this, recipes are translated into Chinese, information is provided on cooking western dishes and western cooking products are made available to Chinese consumers through various channels including the website and social media platforms (WeChat, Facebook, Pinterest etc.).

This competitive advantage works because:

• Accessibility: Makes western cooking accessible to Chinese consumers
• Translation: Recipes translated into Chinese
• Information: Information provided on cooking western dishes
• Products: Western cooking products made available
• Multi-channel: Website and social media platforms (WeChat, Facebook, Pinterest)

Action: Strategic Brand Development

Brand Identity: Fun and Bubbly Logo Design

To enable this brand to connect well with their target market, the talented team at Spellbrand created a fun and bubbly iconic logo design that brings home the spirit of the brand and the founder.

This logo design:

• Creates fun appeal: Iconic logo design that connects with target market
• Brings brand spirit: Brings home the spirit of the brand and founder
• Bridges cultures: Connects Chinese consumers with western cooking
• Creates memorable mark: Iconic design that stands out

Result: Brand Identity That Bridges Cultures

The brand identity we created for CeeChoo successfully bridges the gap between Chinese consumers and western cooking. The comprehensive brand transformation delivers:

Strategic Outcomes

• Cultural bridge: Brand identity successfully makes western cooking accessible to Chinese people
• Information source: Visual identity successfully communicates valuable source of information
• Community building: Brand successfully enables sharing experiences and knowledge
• Target audience: Brand successfully connects with well-educated Chinese consumers
• Competitive advantage: Brand successfully makes western cooking accessible through translation and products
• Complete brand system: Fun bubbly logo, brand identity system, and visual language create unified experience

Implementation Success

Today, CeeChoo uses this comprehensive brand identity to attract Chinese consumers who want to learn to cook western food. The fun and bubbly iconic logo design brings home the spirit of the brand and the founder, connecting well with well-educated Chinese consumers who are interested in western culture, cooking, and healthy, high-quality food. The brand successfully positions CeeChoo as a valuable source of information about western food that makes western cooking accessible through translated recipes, information on cooking western dishes, and western cooking products available through various channels including website and social media platforms like WeChat, Facebook, and Pinterest, bridging the gap between Chinese consumers and western cooking.