When we were approached by Hilton Worldwide to develop an identity and collateral to promote a new annual competition to find their best chefs, we were told to ‘have fun’ and ‘come up with something that’ll grab attention’.

Given the passionate, flamboyant and creative nature of these food perfectionists (they put agency creatives to shame) we wanted to tap into that competitive desire and the ‘crossing of catering knives’. So we used Roberto Giudici, Area Chef for Europe as the focal point, as he encouraged chefs to step up and see if they could take the heat.

Like most effective identities, we kept the competition logo simple and clean - something that can easily be carried across everything from giant backdrops to embroidery on a chef’s tunic. The promotional collateral amplifies the intensity of the competition - the first of which was a hard-fought affair and great success.

To see a video of the event, Click here