My Muscle Chef
My Muscle Chef
2020–2023
Senior Designer
I started working for My Muscle Chef in 2019 as their Freelance designer. This progressed to a full-time role in September 2020. By August 2022, our design team expanded to 5 designers – 2 of which are juniors that I mentored in print and digital design. Mentoring our junior designers has been a highlight of my career with My Muscle Chef as the collaboration process was essential to creativity and design thinking.
BAU tasks included EDM designs for promotions and customer journeys, retail point of sale design such as catalogues and digital displays. Social media grids and creative ads in static and motion are also regularly created and tested based on performance data.
Larger projects include TVC, peak season campaigns, NPD campaigns, packaging development and re-branding.
Below are a few of my favourite projects from My Muscle Chef.
We introduced 7 new meals in our 2022 spring-summer campaign. A new meal launch involves projects from every part of the business from NPD, Marketing, Design, Web Development and the Retail Team to name a few. As there are quite a few teams involved in launches, strict deadlines must be allocated and met for each team.
For this campaign, I was involved in rebranding our spring-summer packaging, EDMs for the product launch, website tiles and performance ads in both static and motion formats.
My Muscle Chef Protein Cookies launched in June 2021 and instantly became a hit online and in retailers across Australia!
The brief was to make sure the cookie packaging stands out on shelves against our competitors as well as cohesively align with our existing products of meals and drinks.
The design direction I decided to steer towards was using horizontal black stripes adapted from all My Muscle Chef packaging as this element defines the brand and how our consumers recognise us in the market.
Packaging colours were chosen based on popular flavour profiles in the market then further defined using a Pantone colouring system so we could achieve the perfect colour.
A further collaboration between our New Product Development team, Marketing and our talented Photographer took place to shoot our cookie images and launch campaign.
In 2022, My Muscle Chef launched a new SKU of Protein Oats, perfect for on-the-go convenience! I was the design lead for this project packaging working with NPD and product managers to launch the project before a very strict printing deadline (before Chinese New Year). We smashed this out of the park with the die-line handed within the week to meet production. Our Protein Oats launched both online and in retail meeting high demand for consumers in Australia and it was an absolute success.