After many successful years, The Institute of Culinary Education (ICE) was ready to reinvigorate its entire brand— from logo and messaging to its website. The Tenet Partners strategy team researched and uncovered a key difference between ICE and its competitors. While the high-profile schools had strong name recognition and celebrity endorsements, their approach to education was too structured and disciplined for some students. ICE, on the other hand, combined rigorous study with a more flexible, creative approach to learning.

This central difference became the basis of a bold positioning and tagline: “Find your culinary voice.” The concept picks up on the dynamism and creativity of the school while underlining its combination of education and culinary arts.

This idea was implemented in every aspect of ICE’s communications to appeal to a wide range of students. We built a fresh, engaging brand identity that conveys precision and creativity at the same time. The identity comes to life in a radically transformed website that was built to offer students the optimal experience – from desktop to tablet to mobile.

The new brand identity has elevated ICE’s stature, attracted a new student demographics, and has become a central part of ICE’s efforts to help students find and follow their own unique path through the culinary world.

The project has been featured on GRAPHIS DESIGN ANNUAL 2017 and it was granted with the Merit Award.

Agency: Tenet Partners
Role: Creation, development, and implementation.