Plutino Culinary
The Plutino Culinary rebrand began with a question that was equal parts creative and strategic: How do you translate the visceral, high-sensory world of a professional kitchen into a cohesive digital identity? The challenge was to unify a diverse collective of elite chefs under a singular, modernist aesthetic — without losing the raw, artisanal soul of what makes each one of them extraordinary.
My approach was rooted in "Elevated Everydayness" — using directional lighting and a polished documentary style to set the emotional register of the brand. Starting from a full audit of the division's DNA, I defined a clear system of visual and narrative pillars to bring coherence to a wide-ranging roster. From site design to brand voice, every decision was built to honour the craft while positioning Plutino Culinary as a premier force in the industry
Brand: Plutino Culinary
Role: Creative leadership, omni-channel strategy, business transformation, brand architecture and revitalization, creative concept, digital content strategy, brand voice & narrative, visual storytelling, motion direction and brief.
Seen: plutinogroup.com, social channels, and emails.
Credits: Art Director: Alicia Churilla; Copywriter: Elyse Goody.
"Culinary artistry is found in the tension between raw ingredients and refined technique. We stripped away the artifice to focus on the tactile soul of the craft — elevating every texture and tone through a cinematic lens that honours the modern chef's singular vision."
— Campaign Thesis
Social Media Assets
Brand Vision & Digital Launch
The launch was built around a single, clear conviction: this division had something worth announcing. I developed a targeted email series and refreshed digital presence to introduce the new identity — anchored by the brand line "We can't wait to create with you" — signalling a decisive shift in how Plutino Culinary would present itself to the world. New site filters, refined typography, and a cohesive visual system ensured the rebrand felt intentional from the very first touchpoint.
Dynamic Roster Architecture
To introduce the culinary roster, I developed a motion-first strategy: a high-energy launch reel followed by intimate, fifty-second profile studies. By capturing each chef within their own professional environment, the work blended cinematic storytelling with personal narrative — establishing authenticity without sacrificing polish. The framework was designed so that individual expertise could be celebrated while the collective maintained a consistent, elevated standard throughout.
Editorial Talent Integration
The final phase centred on a series of editorial emails — "Meet the Chef" and "Meet the Food Expert" — designed to reintroduce elite talent to a global client base through individual storytelling and distinct areas of specialization. Rather than presenting the roster as a catalogue, this approach gave each creator a voice and a context, reinforcing the division's position as a collective of people worth knowing, not just booking.