A brand’s not just a logo, it’s a full-course meal, 
It’s the story you serve, the emotions people feel.

Branding is about creating an emotional connection, a shared experience, and a relatable story. As John Hegarty puts it, „A brand is the most valuable piece of real estate in the world – a corner of someone’s mind.”

In August 2023, award winning Chef Jonas Schäfer and I embarked on a flavourful journey. Our mission? To launch his personal brand, Valea Verde Restaurant by Jonas Schäfer, while simultaneously spicing up his new consultancy business. We weren’t just changing the menu; we were crafting a new story.

Think of it like this: Jonas wasn’t just cooking meals; he was serving up experiences and he had all the ingredients for success.

His unique flavours (aka USP’s) include:

1. Innovative local cuisine that tells a story
2. Versatility in culinary experiences (restaurant, events, offsite services)
3. Symbiotic connection with the enchanting Valea Verde resort
4. Chef Jonas’s status as a key opinion leader, garnished with multiple awards

It was clear that his Brand Voice would be Passion

Everybody knows Jonas wraps his guests in a warm blanket of hospitality, serving up mental chocolate chip cookies of culinary delight. It’s a „life good” brand that shows how magical dining can be, making guests yearn to be part of the conversation. Like a perfectly balanced dish, it highlights the sensory and emotional aspects of dining experiences.

Of course, in today’s world, you need to be where your diners are, even when they’re not at your table

So, with the creative minds at Blank Design and Moovs Digital Hungary, we crafted a new visual identity. We served up a new Brand Book, website and social media channels, giving everyone a taste of Valea Verde by Jonas Schäfer, wherever they were.

But that’s just the recipe. Let’s see how it tastes in real life.

Chef Jonas refined the flavours, curated new local and international wines, and we started creating themed events. But here’s where it gets interesting. Jonas didn’t just stay in the kitchen. He ventured out, appearing on podcasts, collaborating with influencers, even hitting the German TV screens. It’s like he took his signature dish and served it to the world.

chef Jonas Schäfer and Boris Rogosch @foodtalker_podcast

Partnerships became a secret ingredient. Jonas teamed up with his friend Bela P. Sandor, launching „Sándor Estate Events by Jonas Schäfer.” Imagine taking your favorite restaurant and setting it up in a cool new location. That’s what we did. But he didn’t stop there. A new venture is simmering in Târgu Mureș, stay tuned.

Here’s the thing about great chefs – and great brands. They don’t just follow recipes. They create experiences that are uniquely theirs.

Are you following trends, or crafting your own? 
Your brand’s unique flavour is how you’re known.

Together, we didn’t just rebrand Valea Verde Restaurant by Jonas Schäfer. We invited people into Jonas’s culinary world, one bite at a time.

A well-cooked brand is more than looks, you’ll find, 
It’s a feast for the senses that stays in the mind.

So, what’s cooking in your branding kitchen? Are you following recipes, or creating feasts? Mixing trends, or serving beliefs? Remember, in branding as in cooking, it’s not about being the trendiest. It’s about being uniquely you. Now, tell me: what’s your secret ingredient?