Angus McIntosh is a high-end private chef known for blending classic French culinary techniques with refined, locally sourced ingredients and creative flair. He’s worked at elite kitchens and events (including The French Laundry) and been part of prestigious culinary competitions. The goal of our collaboration was to elevate his brand visuals, present his story in a way that matches his culinary sophistication, and help him more confidently sell bespoke dining experiences to high-net-worth clients.

I was brought on to reshape the visual identity and client-facing materials for Chef Angus to better reflect the level of craftsmanship and artistry in his work. Deliverables included:

• Brand identity & visual language — Refining logo, typography, color palette, and signature graphic elements to evoke elegance, culinary precision, and warmth.
  

• Collateral & templated assets — Designing presentation decks, service menus, event proposals, and lookbooks to give potential clients a seamless, high-end experience.
  

• Website and web visuals — Ensuring images, overlays, and layout styles on his site harmonized with the new identity while preserving usability and showcasing his work.
  

• Storytelling through presentation design — Structuring his narrative (background, signature dishes, culinary philosophy, past experience) visually so clients grasp his unique value and are compelled to engage.
  

My creative approach was to balance refinement + personality. Because Angus’s work is both technical and expressive, the visuals needed to feel polished but not sterile. I leaned into high-quality food photography, generous whitespace, a restrained accent palette, and layout systems that allow flexibility for different menus or event types.

• The refreshed brand and materials better align with Angus’s skill level and helped him present to clients in a way that matches their expectations.
  
  

• Proposals and menus now carry the same visual weight as his food — creating a consistent, professional impression from first touch to execution.
  
  

• Internal efficiency improved: with templates and brand assets, Angus can more quickly produce custom proposals without recreating design elements each time.
  
  

• Though I don’t know all the quantitative outcomes, he’s received praise from clients about how polished and thoughtful his materials feel, which has helped in securing higher-tier contracts.