The new logo for the Secret Chef.

The Secret Chef is a personal chef and catering service that provides high-end, healthy, and well-balanced meals. Calling the shots is Ellen Savistano, a graduate of the Culinary Institute of America and 8 years behind the line. The Secret Chef provides posh cocktail parties for Fortune 500 companies, customized menus that can fit around your budget, or a spectacularly elaborate diner for you and someone special.

Ande La Monica and team developed the logo, website, back-end coding and shopping cart, marketing campaigns, and photo treatments “with personality.”

The word mark.



The supporting logos.

"The identity is really smart" says Ande. "The whole idea is that the Secret Chef will come in and take care of everything without anyone noticing. Ellen is doing all of the work in the background to make you look good. The logo has a hidden chef behind the woman and we stylized the photography to have hidden faces using food and kitchen objects."






various photography


The new website offers tips and tricks, gift certificates, menus for the weekly drop off, and a sample catering menu.






Sample catering menu.



Marketing material.