Fech Brand, Web & App design
Fech is a modern hospitality concept that allows diners to book chefs or mixologists to cook at home for special occasions. With curated menus tailored to different tastes, diets, and moods, from intimate date nights to small celebrations, it was designed to bring elevated dining experiences into the home.
Born during the pandemic, Fech emerged as a safer alternative to restaurant dining. At a time when traditional restaurant experiences were out of reach. Fech streamlined what had typically been a long and complicated back-and-forth process of booking a private chef.
A key part of the brand's mission was to also prioritize the chefs as the heart of the brand. We created a series of intimate storytelling videos, each chef sharing their personal stories, skills, passions, and personality, giving diners the chance to find someone who matched their occasion, whether they wanted an outgoing host or a more discreet chef for more privacy.
The creative direction was inspired by the emotion and artistry of fine dining, with a bold, sophisticated palette drawn from abstract art and experimental cuisine. Every touchpoint, from the visuals to the user experience, was designed to feel rich, sophisticated, and sensorial.
My work included:
- Brand identity design
- Visual storytelling & production (concept development, storyboarding, and on-set coordination for photo and video shoots)
- Photography (lifestyle and product photography, including editing)
- Promotional content creation and editing
- Website design
- App UX/UI design (user flows and interface design)
- Service blueprinting (end-to-end customer journey mapping)
- Social content and communication materials
- Content calendar and marketing strategy
Part of Fech's value was its user-friendly app, which was thoughtfully designed to serve both diners and chefs. The workflows highlight how both parties could interact in real time, reducing friction and long wait times typically associated with private bookings. Diners could browse beautifully photographed, ready-to-book menus, mix and match dishes, and even submit special requests. They could also communicate directly with chefs within the app, offering a sense of connection and customization that felt personal, not transactional.
For chefs, the app provided a simple dashboard for managing availability, accepting or declining requests, and updating menu offerings, all designed with clarity and efficiency in mind.
This project was a beautiful intersection of storytelling, design, and service thinking. I loved shaping an experience that honored the chefs behind the meals and made each interaction, from the first click to the final bite, feel seamless and special.
For Fech, content creation wasn’t just about aesthetics, it was about building trust through storytelling. At the heart of the brand were the chefs themselves: talented professionals who often lacked the time, tools, or experience to market their craft. Our job was to make their stories visible and their talents known.
We developed a content strategy that prioritized the chef as the core of the experience. From defining the brand voice to planning a comprehensive content calendar, every piece of content was designed to introduce potential diners to the people behind the plates. Through short documentary-style videos, lifestyle photography, and authentic storytelling, we helped make each chef feel approachable, skilled, and memorable, ultimately driving bookings and customer connection.
The strategy also served a dual purpose: not only did it offer diners a sense of familiarity and trust (making it easier to choose and book a chef), but it also equipped chefs with high-quality, professional content to showcase their services and grow their own presence.
The content examples here include:
- A video profile series introducing chefs through their craft, personalities, and culinary philosophies, built to establish connection and increase conversion.
- Instagram content highlighting key moments of the dining experience, menu shots, and behind-the-scenes glimpses, all aligned to a calendar of seasonal campaigns and social trends.
