PRO HOME COOKS

Brand Strategy / Identity / Business Design / E-Commerce

Helping a Youtube powerhouse own their entire customer life cycle.

Challenge

Formerly of Brother’s Green Eats, Mike Greenfield has come a long way with Pro Home Cooks in the last 5 years. In 2018 Humanfolk worked with Mike when he took over the channel completely and launched Pro Home Cooks. In 2022 Pro Home Cooks took on an ongoing relationship with Humanfolk to develop the foundations for Pro Home Cooks as a brand and as a media company. The creativity of Mike and his content production paired with a team of blog writers and the newly launched e-commerce operations needed direction and strategy to unify the different verticals and launch Pro Home Cooks anew as a destination for all things home cooking. 

How might we unify content, education, and products to own the customer life cycle with influencer lead e-commerce and side-step the shackles of Youtube brand deals and influencer marketing? How do we empower the influencer to own the audience and provide them value rather than the marketers who bleed audiences of value through influencers?

Solution

A new brand position moves PHC away from the edutainment space and into the realm of a lifestyle brand. PHC and Mike Greenfield are the authority on how best to invest in your cooking journey. The new identity took on an elevated position and led with a powerful message poised to empower you to be ready for anything. The true mark of the pro home cook is to feed and nourish the ones you love while taking a life skill and making the centre of a life journey. PHC is about cultivating a deeper sense of self and wellbeing through the purposeful daily practice of home cooking.

With this rebrand came the renewal of the Youtube channel with new on-air graphics and stripped back, highly refined e-commerce strategy to strengthen the business while we continue to build the brand. Through an intense workshopping of product curation, content organization, and audience engagement strategy PHC has completely redefined what it means to be a food influencer. Where in the past Mike G. And the PHC business were dependent on brands and ad revenue to drive the business—PHC now owns the entire customer journey and controls the brand’s engagement with the audience, further solidifying the leadership the audience finds in the brand.

Results

A modular design system built to adapt across content.

3x increase in sales

20% increase in site traffic

Team

Steve Parker

Paul Wilcken

Dave Dick

Red background with large white Cyrillic letters 'РНС' in the center.
Logo with the text 'PHC PRO HOME COOKS' on a beige background.
Four quadrants with the text 'РНС' in Cyrillic, each with different background and text colors: top left dark green background with yellow text, top right yellow background with dark green text, bottom left reddish-orange background with cream text, bottom right dark green background with dark blue text.
Collage of presentation slides for PHC Pro Home Cooks branding guidelines, including sections on brand foundation, logo, color palette, typography, art direction, and logo guidelines, with various design elements and color samples.
A collage of images promoting a meal prep service including pictures of food, people cooking, camping, and meal preparation. Text overlays include slogans such as '15 min meals,' 'Cooking & Camping,' 'Noodle Soup,' 'One Week Every Meal,' and 'Meal Prep Mastery.'
Collage of items related to 'Prep for Life', including a white tote bag with red text, a person wearing an apron with a small letter 'P', and a book titled 'Prep for Life' by Mike Greenfield.
Collage of images showing bread baking process, including mixing flour, salt, and water, and a loaf of bread priced at $2.25, with overlay text about baking ingredients and store-bought loaf costs.
A man with a beard in a kitchen wearing a gray apron, smiling, with shelves of dishes and books in the background, advertising PHC Pro Home Cooks with text 'New Video Every Week'.