From a local idea by HUGO Chef,
to an adventure with high potential YOUGOCHEF.

A great intention to help restaurant chefs generate and secure more income.
BE GOOD & BE NICE was involved in structuring and propelling this ambition from A to Z.
Creative direction, strategy, branding, design, support: we had to set the table.

As the project was carried out by a small family team with little experience in this type of launch, the adventure had its ups and downs. But through doubts, iterations, and revelations, one thing remained: the desire to do well.

Throughout the project, we had the chance to collaborate with a talented designer from Drummondville, Émyliane Dion-Marcotte.
Together, we have created a strong, coherent brand that is well established in its community.

The founders may not have ticked all the boxes for their big ambitions,
but they gave birth to a local, humane and well-established business.
And for us, that's already a success.

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YOUGOCHEF
An identity that has not been made
at the stroke of a spoonful.

Creating an identity is never trivial. Even if the initial intention was regional, we never deviated from our conviction: a strong brand must have a clear, ambitious DNA that is able to stand the test of time. From the start, we argued, sometimes with passion, to change the name of HUGO Chef, a too personal approach, towards YOUGOCHEF,
a successful name and already celebrated as a hashtag in the world of major international chefs.
Happily, we were taken seriously until we reserved the name™.
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On the design side, we also stuck to our line.
From revision to revision, we carefully imposed our method of iteration, until we found the right balance. The result: an assertive, refined and solid identity. A huge congratulations to Émyliane, who held on and delivered the goods with heart.

So no, creating a logo is not “just” a matter of taste. It is a quest for intention, vision, and sustainability.
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In our job, to stick to your limits, while remaining respectful,
It's being a communications and marketing professional.

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LAUNCH WITH A CINEMATIC TEASER

How do you launch a whole new culinary platform in a world saturated with content? By relying on the codes of what people already consume by the ton: trailers for suspense series, dramatic or comic worlds like Netflix...
or rather, at the NEXTCLICK.

For YOUGOCHEF, our mandate was clear: to attract the attention of an audience that spends more time scrolling than cooking. Little media budget, but a crazy desire to stand out from the crowd. Result? A fake teaser for a drama series where the final punch reveals a new cooking platform... with a name that we don't forget: YOUGOCHEF.

Between absurd humor, slick production and diverted narrative codes, this launch was a surprise and generated a nice word-of-mouth effect, even without major media push.

Fun fact: The day before filming, the two main actors (mother and father) withdrew.
In less than 24 hours, the team found perfect substitutes.
A production feat made possible thanks to a reactive and united team.

Thanks to

Sacha Bourque (photo direction + co-creation of the concept),
A huge thank you to Josée Comtois for supporting production and filming,

Pascale Audrey, Anaïs Lalande, Antoine Portelance, Gabriel Marois,
Sager Singh, Eloise Larocque,
Tiago McNicoll, Evelyne Rouleau,
Anick Bonhomme, Eric Gaudry.

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YOUGOCHEF
An adventure that made us grow.

This project, or should we say, this adventure
made us bite the dust at times
but as in every good challenge,
we come out with more experience...
and a bit more wisdom.

Postmortem, we admit it: we learned to let go.
Not out of weakness, but out of wisdom.
And frankly, it feels good.

We also learned to listen better,
to better align intentions from the start,
to value each stage, even the less glamorous ones,
and above all, to build on everyone's strengths...
without pulling too hard on the lettuce to make it grow faster.

YOUGOCHEF reminded us that behind every brand, there are humans.
And that it is often in the ups and downs that the most real projects are born.

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