process
research
A review of brand assets (logos, social media, cookbook proposal) and competitor analysis of chefs and personalities who collaborate with brands on social media
drafts
Ideas drafts, rough drafts, and audited final drafts informed by preliminary research, interview notes, and competitor analysis—the 20 or so pages responsible for the 71-word website bio (link below)
chachithomas.com
A website bio written for a professional chef that reflects their brand and tells their story
website bio
My time in kitchens left me wanting to make food that my friends could come eat without feeling broke or underdressed.
Luckily, a pandemic layoff pushed me to start Chachi’s Pizza out of my tiny Seattle apartment.
Once things reopened, I held popup events at local bars and restaurants, making burgers, burritos, Taco Bell inspired munchies–casual food everyone likes.
I now enjoy collaborating with local brands and cooking outdoors over woodfire.
highlights
saying fine dining without saying fine dining
Chef Chachi has experience worth noting. He’s worked in critically acclaimed kitchens–Chateau Marmont, Petit Trois the year they won Food & Wine’s Restaurant of the Year, and others.
What helped set Chachi apart as a DIY food popup chef was the finesse he learned in fine dining that he applied to pizza, burgers, and burritos. So we wanted to at least hint at his experience.
We wanted to at least hint at his impressive resume to establish some credibility in the website bio without making things about his experience.
Because his brand emphasizes authenticity, we opened the bio with a sentence that gives the reader an intentionally blurry idea of his experience to emphasize the “why” of his story.
built for speed
The target audience for his website included recruiters who have countless portfolios and Instagram pages to go though, so speed was crucial.
To introduce Chef Chachi to folks as quickly as possible, we went with a brief website bio and a minimal design that lets the photography shine.
