From OLD to RETRO – ICP Chefs Cleaver New Logo Proposal

I was hired to bring the old Chef’s Cleaver logo to the new millennium. Intercity Packers premium brand has been around for decades and it was ready to be updated, but they were extremely nervous of losing the personality of the brand.

After a few brainstorming sessions, the preliminary drafts started to be prepared and the final result was a clean and retro looking brand, maintaining the elegance but now with a fresh new look.

ICP Chefs Cleaver Logo

ICP Chefs Cleaver Logo V2

Original Chef’s Cleaver Logo Below

Clefs Cleaver Original

The new brand became an immediate success, and the client was pleased that the image remains with a classical look and it didn’t loose the personality, both, in color and black and white.


Clefs Cleaver Logo MainClefs Cleaver Logo Main BW

Unfortunately, the brand was taken off from the market after Intercity Packers and Albion merged into a new and much larger company.  Still, the new branding was a successful project.


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