CeeChoo: Making Western Cooking Accessible to Chinese People
The Challenge: Bridging Cultural Cooking Gaps
CeeChoo 西厨 (CeeChoo is the phonetic English equivalent of the Chinese characters which roughly means “western kitchen”). The brand aims to make western cooking more accessible to Chinese people.
They aim to be a valuable source of information about western food for Chinese people who want to learn to cook western food and share their experiences. The target customers are mainly well-educated Chinese consumers who are interested in western culture, cooking, and healthy, high-quality food.
This challenge requires:
- Cultural bridge: Make western cooking accessible to Chinese people
- Information source: Valuable source of information about western food
- Community building: Share experiences and knowledge
- Target audience: Well-educated Chinese consumers interested in western culture
Founder’s Vision: Helping Chinese People Cook Western Food
The founder of the business is Chinese but is interested in western cooking and she wants to help Chinese people to easily cook western style food at home, in China, by providing recipes, information and a selection of products. She wants to involve a range of contributors to share their experience and knowledge with other Chinese consumers.
This vision works because:
- Cultural bridge: Chinese founder interested in western cooking
- Home cooking: Help Chinese people cook western food at home in China
- Complete offering: Recipes, information, and products
- Community contributors: Range of contributors sharing experience and knowledge
Competitive Advantage: Making Western Cooking Accessible
The key point that sets this business apart from competitors is that it makes western cooking accessible to Chinese consumers. To accomplish this, recipes are translated into Chinese, information is provided on cooking western dishes and western cooking products are made available to Chinese consumers through various channels including the website and social media platforms (WeChat, Facebook, Pinterest etc.).
This competitive advantage works because:
- Accessibility: Makes western cooking accessible to Chinese consumers
- Translation: Recipes translated into Chinese
- Information: Information provided on cooking western dishes
- Products: Western cooking products made available
- Multi-channel: Website and social media platforms (WeChat, Facebook, Pinterest)
Brand Identity: Fun and Bubbly Logo Design
To enable this brand to connect well with their target market, the talented team at Spellbrand created a fun and bubbly iconic logo design that brings home the spirit of the brand and the founder.
This logo design works because:
- Fun and bubbly: Iconic logo design that connects with target market
- Brand spirit: Brings home the spirit of the brand and founder
- Cultural bridge: Connects Chinese consumers with western cooking
- Memorable mark: Iconic design that stands out
Results: A Brand That Bridges Cultures
The brand identity we created for CeeChoo successfully bridges the gap between Chinese consumers and western cooking, making western cooking accessible through translated recipes, information, and products available through website and social media platforms. The fun and bubbly iconic logo design brings home the spirit of the brand and the founder, connecting well with well-educated Chinese consumers who are interested in western culture, cooking, and healthy, high-quality food.
Today, CeeChoo uses this brand identity to attract Chinese consumers who want to learn to cook western food, positioning them as a valuable source of information about western food that makes western cooking accessible through translated recipes, information on cooking western dishes, and western cooking products available through various channels including website and social media platforms like WeChat, Facebook, and Pinterest.
