Chef Nak
Branding 

Strategy
A new way of telling stories

“I want to discover Cambodia's forgotten flavours by talking to grandmothers and grandfathers who still remember the names, flavours, textures, and ingredients of dishes that their parents and grandparents cooked for them when they were young.” Chef Nak is both a chef and a communicator. Through her channels, she protects and restores history. Through taste, she weaves in a new way of telling stories.

Concept
Serving Cambodian cuisine

The entire concept of the branding was built around the idea of “serving”: serving on the table, as well as being at the service of one’s own culture.
The logo is built on a circular shape that recalls a serving plate as a symbol of exchange, of experience through taste, of dialogue. In accordance with the Khmer tradition the shape is also filled with curves to well describe the elegance and uniqueness of the Khmer decorations. 

Branding
The serving plate meets
the Khmer tradition

The plate was the symbol that worked best because it is the ultimate symbol of what Chef Nak does: it is on the plate that history is served, it is on the plate that the elaborate food decorations that are so typical and precious in Khmer culture can really come to life. Through the plate, people from different cultures can experience hundreds of years of tradition that would otherwise be lost. Finally, the plate is the medium for people to share their food stories with Chef Nak, allowing her to share them with the world.