Diners and chefs – branding a winning combination

EHO Chef / We Dine

Ditching the click - rebranding an ambitious tech startup

EHO Chef - We Dine




Faced with high bounce rates, low page sessions and a lack of engagement, London-based EHO Chef approached Bravedog to find and solve the problem.

We re-imagined their brand, changed their name, gave them a new identity and repositioned the business through a new website. Re-defining and launching their new brand allowed them to tune and reinforce existing credentials. It provided opportunities to drive awareness, start new conversations, galvanise relationships and foster new business enquires.

What we did

Brand realisation
Brand naming
Brand design
Website design (UX/UI)
Marketing assets



Identifying the problem

We were asked for our honest feedback on their current website. We provided a top down review of what we saw, both from an agency and customer insight perspective. This is what we uncovered:

No one knew for sure whether they were pronouncing the name right - Is it an acronym E-H-O? or E-o? or Eh – O, kinda like echo without the ‘c’? The logo doesn’t help determine its pronunciation either
There were inconsistencies in the messaging including a vastly different meta title and website headline which added to the confusion of who they are and what they do
It took an average of 1 minute and 12 seconds before we had a clear picture of what they did and whether it was relevant to us (the customer)
Visually it was very confused, the illustrative brand styling on the website appealing more to children than the intended audience

Nailing their 'What'

A common mistake we see on websites is where brands assume their users know 'what' they do. Seeing EHO Chef through the eyes of a customer was key to nailing their what.

Drumroll please:

Their what:

Find a chef for any occasion

Let's break this down:

Ultimately EHO Chef enables its users to find a chef to cook for them. Here they are inviting the user to explore their community of approved pro chefs and aspiring cooks.

Whilst the service is not just about providing chefs, from a customer perspective the term 'chef' is a collective and more relatable in this context.

EHO chef aims to break the common misconception that personal chefs are the reserve of the elite. The statement 'any occasion' promotes the openness and convenience of the service.



What we learned

Renaming a brand, particularly one that's reasonably well-known is a big deal, it needs careful consideration.

When we name a brand we follow 5 simple rules:

It must be easy to spell
It must be easy to say
It must not limit growth
The URL must be available
It must be catchy

Out with the old

EHO Chef

In with the new

We Dine

We Dine stood out for us as being compelling, capturing a sense of community that's pivotal to the service and expressing, in short-form what it does on the tin. 'We deliver amazing dining experiences'


Brand Transformation

Our work started with a clear goal - to give We Dine a new brand identity that resonates with chefs and home diners. The new marque is honed from an original font-style and crafted to give it unique characteristics, like the soft serifs and reclining ‘e’. Lowercase letters also accentuates its contemporary look and feel. Naturally the marque adapts for different environments, and is partnered with a neat ident ‘w’ for digital referencing and wider application to merchandise. And we deliberately abandoned the fast-food red used in existing identity. Instead, adopting a mixed tonal palette, led by rich aubergine throughout the brand estate.

2008 - 2020

Reimagining their homepage

We wanted to make it clear that We Dine isn’t just for pro chefs so we’ve used the word “Foodies” which most British people will be familiar with. Foodies includes anyone with a passion for food!
We wanted to make it clear that We Dine isn’t just for pro chefs so we’ve used the word “Foodies” which most British people will be familiar with. Foodies includes anyone with a passion for food!
We’ll also include key bits of information so that users can quickly decide whether We Dine will work for them e.g. location, cost, cuisine, party size etc. The expectation might be that a chef will be too expensive, when we know that actually it can be affordable so we’ll make the cost per diner very clear in our examples.
One of the most powerful way to demonstrate what you do is to provide examples. Therefore we’ll show 3 different dining examples where We Dine has been used. We’ll start with the most common request ending with something more obscure.
Currently new users are asked to sign-up before they can see the “Post Request” form. The form is one of the best tools for demonstrating exactly how We Dine works. To boost conversion we let users  view and complete the “Post Request” form before handing over any personal details.
We then demonstrate how We Dine works in the most concise way so we’ve focused on what we see as the key USP’s. We've offered a CTA to find out more for the detail driven users.
We’ve used the terms Dine and Cook to differentiate between the two core user groups - this will help users decide quickly what information is relevant to them. The terminology will also aid the education process re what We Dine is about.

User Interface

One of the advantages of how we design websites is that we deliver interactive, functional prototypes with high-fidelity UIs, rich interactions and animations. It behaves and acts just like the final website/app product.

Working like this means clients can test the user journeys at design stage rather than later in the development cycle (often a costly exercise to make changes at this stage)

Prototypes also give clients a much clearer picture of the design project as a whole, it's very hard to imagine how flat visuals (the old way) come together on different devices.

It's also easier to test, it makes handing over to the developers seamless and cuts out any guesswork. We have found it can reduce total project time by over 20%.

Animation and interactions

We deliver engaging experience through animation and microinteractions. These interactions can bring a project to life and they give users visual feedback when they have completed a task which is one key way to deliver great online experiences.

Mr Hama Managing Director

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