The consultancy was appointed by MasterChef’s television production company Shine following a three-way creative pitch early this year.
The new branding aims to take MasterChef from being perceived as a TV-centric brand to one seen to be involved in retail, publication, live events and online, according to The Plant.
It will be shown across all the brand’s activities worldwide, including television, marketing and advertising materials, retail, live and events. Publishing templates have been created for future book and magazine launches.
The new logo retains the MasterChef swirled ‘m’, formed to resemble a glowing cooking hob.
Matt Utber, founder of The Plant, says, ‘We decided there was so much equity in that circular form, and we needed to maintain a link.
‘Everything apart from the circular form was redesigned and rebalanced though, it now feels a lot more contemporary.’
The designs are informed by the idea of the recipe, incorporating food illustrations and bright colours, which aim to show the idea of using heat to add ‘energy and warmth’.
Utber says, ‘We broke down all the elements of what it takes to cook great food and reconfigured it. It’s about ingredients – whether that’s the food, tools, skills, people, love or care.’
The new branding is accompanied with a new suite of photography and television animations, all created by The Plant. These will be used by all the international television production companies for the on-air branding.
The consultancy has also created a premium strand of the MasterChef brand to hold the Professionals series and a range of higher-end products and publications, as well as a Junior strand.
The new branding will initially be shown in the UK with the launch of a new MasterChef book in September.