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Graphics Design Case Study: ChefOnline

  • Project Duration: 2 years
  • Client Website: https://www.chefonline.com
  • Platforms Designed For: Facebook, Instagram, LinkedIn, Pinterest

Client Overview

ChefOnline is a UK-based online food ordering and restaurant management platform that empowers local restaurants with digital tools to receive orders, manage customers, and increase visibility. Although their infrastructure was strong, their brand lacked visual consistency and emotional appeal on social media. ChefOnline partnered with XenexIT to elevate their digital presence through high-impact, branded graphics designed to capture attention, increase engagement, and strengthen brand recall across social platforms.

Problems

  • Inconsistent Visual Identity
    ChefOnline’s posts lacked unified design elements, weakening brand recognition.
  • Low Engagement on Social Media
    Existing graphics did not drive enough attention, clicks, or shares, limiting reach and visibility.
  • Missed Campaign Opportunities
    ChefOnline had no system for campaign-based visuals (e.g., weekends, holidays, food festivals), leading to untapped engagement.
  • Lack of Data-Driven Design
    The brand wasn’t using performance metrics to refine or strategize future creatives.
  • Underutilized Reels & Carousels
    Formats like motion graphics and interactive posts were underused, reducing content diversity and algorithm exposure.

What We Did

1. Understood Brand & Business Goals
We conducted discovery sessions to understand ChefOnline’s values, audience preferences, and campaign goals.

2. Developed a Creative Brief & Strategy
We created a master visual direction combining food aesthetics, emotional appeal, brand colors, and CTA best practices.

3. Produced Scroll-Stopping Visuals
We designed a range of content:

  • Static banners
  • Reels
  • Carousels
  • Motion graphics
  • Festival & weekend specials

4. Created Performance-Driven Designs
Using post insights, we optimized creative layouts for better CTR, engagement, and retention.

5. Delivered Multi-Platform Assets
We exported each file in multiple formats for Facebook, Instagram, and promotional ads.

6. Monitored and Refined
After launch, we tracked post reach and engagement, refining the creative strategy using performance metrics.

Challenges We Faced

  • Balancing Aesthetics with Performance:
    Designs needed to look visually delicious and convert users in a fast-scrolling environment.
  • Fast Turnaround Needs:
    ChefOnline required fresh visuals weekly—often tied to weekend offers or cultural events—demanding both creativity and speed.
  • Maximizing Reach Without Paid Boosts:
    Many posts had to perform organically, meaning every visual element had to work hard to earn reach and clicks.

The Result

Our visuals helped ChefOnline achieve impressive results, with one post generating 37,035 impressions, 25,232 reach, and 500 engagements, showing a strong 68% reach-to-impression ratio. Another post with similar reach saw only 21 engagements, highlighting how design quality impacts performance. One of our top creatives reached 413.4K users organically, while others consistently crossed 22K+. These insights emphasize the value of engaging, visually appealing content. At XenexIT, we design with both creativity and performance data in mind to maximize digital success.

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