Chefmaster

A bold new identity for sustainable packaging

Brand

The Objective

Chefmaster Packaging, a trusted name in the Australian hospitality industry for over 50 years, needed to modernise its brand to stay competitive. While known for its iconic 80-litre printed bin liners, the company aimed to reposition itself as a leader in sustainable food packaging.

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Reliant on traditional marketing methods like telemarketing and printed flyers, Chefmaster struggled to engage in a digital-first, eco-conscious market. The company needed a rebrand that reflected sustainability, innovation, and differentiation to attract new markets and drive future growth.

The Solution

Dovetail worked closely with Chefmaster to create a refreshed identity that modernised the brand while maintaining its strong industry presence.

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Key updates included:

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Logo Redesign - The original logomark was modernised and reassigned to the product level, while a new digital-friendly logo was developed. The "C" and "M" from “Chefmaster” were reworked into a unique chef’s hat symbol, making it more recognisable and trademarkable.

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Brand Positioning -The new tagline, “The Simple Choice,” reinforced Chefmaster’s commitment to sustainability and ease of doing business.

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Sustainability Messaging - Marketing campaigns highlighted partnerships with eco-friendly brands like BioPak and Envirochoice to emphasise responsible sourcing.

The Result

The rebrand successfully positioned Chefmaster as an industry leader in sustainable packaging. Customers responded positively to the new identity, and brand recognition increased significantly. The updated branding also laid the foundation for further digital transformation and future growth.

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Discover how we helped Chefmaster Packaging, a leader in Australian hospitality supplies for over 50 years, modernise their brand with a new logo, website, and sustainability focus, driving growth and success in the eco-friendly packaging market!

Let’s create something incredible.

Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful—something that connects, inspires, and drives real growth - we’re here to bring your vision to life.

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