It has been hailed as ‘Wonderfully British’ so let’s take a look at what they have done.
What is instantly noticeable is that chef Charlie has slimmed down over the years. With the emphasis on good healthy food these days, Charlie has shed a few pounds and is ready for action.
It's a deliberate message that food on the go at their roadside cafes is less greasy spoon and more filling, longer-lasting and nutritious, whilst keeping you alert and fresh while on the road.
Charlie himself looks vitalised as he enjoys cooking his culinary delights with a welcome smiley service. He seems a little younger, chef-trendy, almost student-like, a definite modern foodie type (perhaps if they had added some specs to the character it could be mistaken for Heston Blumenthal, the brand's recent celebrity endorser).
This is in contrast to his maturing and experienced previous incarnation, so this appears to be an all-round attempt to reach more health-conscious and maybe the younger, yet-to-discover-Little-Chef audiences. The antique-style cloche has been discarded in favour of a more modern plate that encapsulates the current core message, ‘Good to go’.
The decision to retain the same two colours but ditch the black certainly makes for a lighter and more streamlined image
This message conveys high quality, both taste and health-wise, but is also a nod to the ’food to go’ mantra used by so many fast-food eateries.
Finally, the soft lower case lettering is very different to the traditional, bold-cap, heavy black case of old. The decision to retain the same two colours but ditch the black certainly makes for a lighter and more streamlined image.
The lettering is less harsh and Charlie's pose gives him a spring in his step, with the words ‘Little Chef’ in tow, therefore taking the brand name with him and bringing the whole thought process together.
On the whole, I’m impressed - what are your thoughts?
