AndrosChef, birth of a new brand

AndrosChef, birth of a new brand

The Sylvie Amar & Partners Agency created a new brand identity for AndrosChef, an Andros Group division that produces fruit ingredients for food professionals. Andros is well-known for its compote, fruit juice, yoghurt and jam brands (Bonne Maman, Mamie Nova…).  Today, we are introducing a whole new entity that produces ingredients for use by food professionals like bakers, patissiers, ice-cream makers, catering professionals, etc, chefs and barmen.  The new AndrosChef brand markets fruit that is only harvested when fully ripe and often processed locally. Some of the initial transformation processes for semi-candied fruits, purées, coulis etc literally take place ‘in the orchards’.  These products are used in cocktails, Danish pastries or dishes.

 

During our tour of the Andros site at Biars-sur-Cère, it felt as if we had stumbled upon a hidden French gem.  We were surprised, stunned even, by the quality of their 100% natural products, the way the fruit was processed, and most especially by the skills of the men and women working in this plant in the Dordogne. We discovered a wonderful example of a family business that is flourishing, and which just like a living plant, has grown at its own pace, but with a human dimension… we truly believe this is a jewel in the French industry’s crown.

 

On a design level, we felt it was a natural choice to combine photography and illustration in the AndrosChef visual to convey the creative possibilities these processed fruits offer when converted into food ingredients by this fruit expert, for use by the gastronomic community.  These products can be used by different professionals to create their own recipes, to launch new products or simply follow market trends.  A variety of materials – catalogue, photo styling, graphic charter, recipe book, posters, videos… – are being produced one by one to support the brand’s development, under our artistic direction.  This brand is emerging and beginning to launch products for the gastronomic community after 3 years of careful nurturing to deliver the best teams and fruit growers worldwide!

 

The AndrosChef illustrations are by Aurélie Sartres, an illustrator with whom we love to work.