Wedge delivers a memorable and dynamic packaging that authentically reflects the celeb chef

Legendary Canadian chef and restaurateur Matty Matheson, also known as the Emmy award-winning executive producer of the hit TV show The Bear, enlisted Wedge to build the next legacy in classic pantry staples. Nostalgic foods he grew up eating that taste the way he cooks, “I wanted people anywhere and everywhere to have my big, punchy flavors in their homes.” 

The agency's role and main challenge was to translate Matty’s vision into a lasting brand that reflects his signature: Bold. Punchy. Memorable. Flavor. A brand that is focused on the product, a system that can expand across various future categories, and a world that inspires home cooks everywhere to Cook Like A Matheson™.

In terms of design, the core identity is inspired by Hereford Corned Beef, a classic that Matty grew up eating all the time. The punchy primary colors reflect Matty’s punchy, classic flavors, but are also an extension of the visual language and vintage vernacular of Matty’s World, seen across his NYTimes best selling cookbooks, merch, restaurants, and more.

Matheson Food Company debuted with products from Matty’s childhood memories: BBQ Sauces, Salad Dressings, and Mac n’ Cheese, connected to personal anecdotes. Matty is loved for his personality. It was only natural to put his distinct voice directly on the Mac: “All dressed up with one place to go: Your mouth. With a subtle smoky hint and a rich finish, you’ll be going back for seconds, thirds, fourths… Eat it straight from the pot or bake it into a casserole. The world is yours.” The design of this product is almost storybook like, with low-fi photography that hits that sense of nostalgia, Matty’s way.

For more information on the design, visit Wedge's website or follow them on Instagram.

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