CASE STUDY
Luxury Private Chef Brand & Website Redesign
CHEF EDWARD DAVIES
Edward Davies is a luxury private chef offering bespoke dining experiences for private clients. While his culinary work was exceptional, his brand and website didn’t reflect the refinement, discretion, and personalization of his service.
We created a mock rebrand and Squarespace website design to elevate Edward’s digital presence and align it with the premium experience he delivers in person.
Project Snapshot (Highlights)
PLATFORM:
Squarespace
Brand Strategy & Website Design
SERVICE:
Luxury positioning, bespoke storytelling, premium client experience
FOCUS:
The Goal
Our goal was to reimagine Edward’s brand and website so they felt as considered and bespoke as his cuisine.
Position Edward as a luxury culinary expert, not a transactional service
Communicate exclusivity and personalization with clarity
Build trust and emotional connection through storytelling
Attract and convert high-quality private clients
Create a timeless foundation for future growth
The Challenge
Edward’s previous brand presence undersold the quality of his service and lacked differentiation in a competitive market.
Messaging focused on services rather than experience
Limited storytelling or emotional connection
Visual identity felt dated and generic
Clients struggled to understand what made the offering bespoke
Our Approach (Strategy)
We took a brand-first approach, ensuring every design decision was rooted in strategy and intention.
We refined Edward’s positioning around craftsmanship, discretion, and personalization. Rather than leading with features, we focused on how it feels to work with Edward — calm, considered, and highly tailored.
The brand voice was designed to feel confident but never showy, warm yet professional, and personal without being overly familiar.
Visual Identity
The visual identity was intentionally understated to reflect quiet luxury.
We introduced a muted, refined color palette inspired by fine dining and natural textures, paired with elegant typography that balances heritage and modernity. Generous white space was used throughout to signal confidence, clarity, and exclusivity.
Website Design
The website was designed specifically for Squarespace, prioritizing clarity, flow, and ease of use for a luxury audience.
Narrative-led homepage structure
Service sections framed around outcomes and experience
Subtle, invitational calls-to-action
Seamless mobile experience for time-poor clients
Results
As a mock project, this redesign demonstrates the impact of thoughtful brand strategy and intentional design.
Elevated brand perception
Clear differentiation in the luxury private chef market
Improved understanding of Edward’s bespoke process
Stronger emotional connection with prospective clients
A scalable Squarespace foundation for future growth
Key Takeaway
Luxury brands aren’t defined by excess — they’re defined by intention.
This project highlights how refined strategy, human-first storytelling, and considered design can transform a service-based business into a premium brand experience.
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