MasterChef is a cultural phenomenon and one of the world's most successful television formats of all time. Now adapted in 70 territories worldwide, and broadcast in over 200, MasterChef has been watched globally by over 1 billion viewers.
I’ve had the privilege of working with MasterChef since 2013, spanning product development, live events, and brand development on both the on-air and off-air sides. It’s been incredible to collaborate with such a talented team and watch the show expand into an international powerhouse.
MasterChef UK logo re-design
Working with Banijay, Shine TV and the BBC, I wrote the brief for the re-design of the MasterChef UK logos. The logo had not been updated for over 20 years and Shine TV and the BBC wanted each logo to maintain a cohesive brand identity while incorporating distinct and striking colour palettes to visually distinguish each series. Each logo had to be brought to life with animation using 3D effects, with texture and colour being at the forefront of the design. The logos not only had to be beautifully animated but also tie in with the new set design and also work for off-air for marketing, social and publicity purposes. Writing a clear and concise brief meant Jump design agency nailed it first time round and won everyone over with their mood boards and logo proposals.
Celebrity MasterChef was the first to launch on the BBC.
MasterChef Sales Deck
MasterChef required a sales deck that reflected both the drama of the television series and the brand’s global professionalism. The signature MasterChef orange, previously used as a primary color, was repositioned as a highlight rather than a dominant element. Paired with darker, complementary purples, the new palette brought greater depth and drama to the presentation.
MasterChef & Arovo
I worked with Arovo to develop MasterChef product ranges and launch both the official MasterChef Amazon store and the global MasterChef.com store, alongside all supporting marketing materials including photography and videography. Collaborating with Arovo’s design and product teams, I ensured brand consistency across products, packaging, and marketing assets through clear briefing, design mockups, asset delivery, and adherence to legal and approval processes.
Images and video © Arovo.
MasterChef Publishing
Working with UK publishers, I was responsible for the art direction of two MasterChef books, defining brand values across color, typography, and layout. I also ensured that all global publishing partners adhered to the same MasterChef brand standards, aesthetic, and photography style across every title.
Photography © David Loftus.
MasterChef & Case Licensing
In partnership with global licensee Case Licensing, I led product development, packaging, and POS design approvals, acting as brand guardian to ensure all materials were targeted, impactful, and aligned with brand values, while supporting marketing and trademark compliance.
Images and video © Case Licenses.
MasterChef Restaurant and Bar
The 2014 MasterChef pop-up restaurant in London was a high-profile, month-long event located on the 10th-12th floors of the Blue Fin Building in Southwark, offering panoramic views of London. In partnership with American Express, the 130-cover venue featured former winners and finalists.
In 2016, a MasterChef Dining & Bar pop-up restaurant operated in Singapore at Ash & Elm, InterContinental Singapore, headlined by chef Marco Pierre White.
I managed product development, brand guidelines, and event graphics for both events, acting as brand guardian to ensure all materials were on-brand and impactful. Additionally, I supported marketing and assisted the production team with filming Marco Pierre White for the Dining & Bar event in Singapore.
Photography © Endemol Shine Group.
MasterChef Street Food
In 2014, MasterChef hit the road on a refurbished Routemaster bus, with former champions serving gourmet street food. I developed the brand guide for this six-week nationwide tour, which stopped at cities and major foodie festivals across the UK.
Photography © Endemol Shine Group.
