Innovative might not be the first word one thinks of to describe professional chef uniforms and attire (if one ever contemplates such things). But that’s just what this global brand is about. And they’re bringing that innovation for the professional kitchen to the home. But to do that, they needed a less commercial look and tone and a more consumer-facing voice and appearance. Enter Incubate. The team developed a brand manifesto, tagline and copy/visual guidelines. Incubate also concepted a new Chef Works’ in-store retail presence and developed the name and visual branding for Chef Works’ new knife-edge technology: Shadow Edge.