Empowering the Extraordinary
IRCA Group, backed by Advent International, brought together four of its most prestigious brands — Dobla, Cesarin, Ravifruit and Domori — into what was known as the “Hub of Excellence.” While each brand had deep heritage and strong equity, the collective lacked a compelling story that could connect with the new generation of professional chefs. The challenge was to move beyond a corporate grouping to create a platform that celebrated the ambition and individuality of culinary creators worldwide.
Our insight came from chefs themselves: what drives them is not uniform perfection, but the freedom to craft their own signature. For some, this means sculpting visually stunning creations; for others, it’s an obsession with rare ingredients, fine flavour balance, or structural form. What unites them is a desire to push boundaries, to express themselves through food, and to be recognised for work that is truly their own.
We repositioned the Hub of Excellence as The Signature Collection — a single, premium identity framed by the proposition Empowering the Extraordinary, which speaks directly to the creator. It positions the collection as a source of inspiration and liberation: premium tools and heritage ingredients that help chefs unlock their passion and elevate their craft into signature stories.
To deliver this, Phoenix Studios developed the full brand platform — from strategic narrative and naming to visual identity, tone of voice and global guidelines. The identity system balanced cohesion with flexibility, allowing each brand to shine within the collective. Photography and storytelling celebrated artistry and provenance, while chef-led content, event experiences and digital activations showed the proposition in action. The Signature Collection now stands as a powerful, unifying platform — amplifying IRCA’s premium credentials while empowering ambitious chefs to explore, create and define their own extraordinary.
Empowering the Extraordinary
IRCA Group, backed by Advent International, brought together four of its most prestigious brands — Dobla, Cesarin, Ravifruit and Domori — into what was known as the “Hub of Excellence.” While each brand had deep heritage and strong equity, the collective lacked a compelling story that could connect with the new generation of professional chefs. The challenge was to move beyond a corporate grouping to create a platform that celebrated the ambition and individuality of culinary creators worldwide.
Our insight came from chefs themselves: what drives them is not uniform perfection, but the freedom to craft their own signature. For some, this means sculpting visually stunning creations; for others, it’s an obsession with rare ingredients, fine flavour balance, or structural form. What unites them is a desire to push boundaries, to express themselves through food, and to be recognised for work that is truly their own.
We repositioned the Hub of Excellence as The Signature Collection — a single, premium identity framed by the proposition Empowering the Extraordinary, which speaks directly to the creator. It positions the collection as a source of inspiration and liberation: premium tools and heritage ingredients that help chefs unlock their passion and elevate their craft into signature stories.
To deliver this, Phoenix Studios developed the full brand platform — from strategic narrative and naming to visual identity, tone of voice and global guidelines. The identity system balanced cohesion with flexibility, allowing each brand to shine within the collective. Photography and storytelling celebrated artistry and provenance, while chef-led content, event experiences and digital activations showed the proposition in action. The Signature Collection now stands as a powerful, unifying platform — amplifying IRCA’s premium credentials while empowering ambitious chefs to explore, create and define their own extraordinary.
Empowering the Extraordinary
IRCA Group, backed by Advent International, brought together four of its most prestigious brands — Dobla, Cesarin, Ravifruit and Domori — into what was known as the “Hub of Excellence.” While each brand had deep heritage and strong equity, the collective lacked a compelling story that could connect with the new generation of professional chefs. The challenge was to move beyond a corporate grouping to create a platform that celebrated the ambition and individuality of culinary creators worldwide.
Our insight came from chefs themselves: what drives them is not uniform perfection, but the freedom to craft their own signature. For some, this means sculpting visually stunning creations; for others, it’s an obsession with rare ingredients, fine flavour balance, or structural form. What unites them is a desire to push boundaries, to express themselves through food, and to be recognised for work that is truly their own.
We repositioned the Hub of Excellence as The Signature Collection — a single, premium identity framed by the proposition Empowering the Extraordinary, which speaks directly to the creator. It positions the collection as a source of inspiration and liberation: premium tools and heritage ingredients that help chefs unlock their passion and elevate their craft into signature stories.
To deliver this, Phoenix Studios developed the full brand platform — from strategic narrative and naming to visual identity, tone of voice and global guidelines. The identity system balanced cohesion with flexibility, allowing each brand to shine within the collective. Photography and storytelling celebrated artistry and provenance, while chef-led content, event experiences and digital activations showed the proposition in action. The Signature Collection now stands as a powerful, unifying platform — amplifying IRCA’s premium credentials while empowering ambitious chefs to explore, create and define their own extraordinary.
