DESIGN BRIEF FRAME 1 for Graphic Designers FRAME 2 for Ui/Ux Designers Brand Name: Culina Tagline: Elevating meals, wherever you are. Target Audience • PRIMARY: Urban professionals aged 25–45 who value convenience, quality food, and unique dining experiences. This group includes entrepreneurs, executives, creatives, and busy couples who may not have the time to cook but still appreciate professionally prepared meals. • SECONDARY: Individuals and families hosting occasions such as birthdays, anniversaries, dinner parties, and small gatherings. This also includes travellers, short-term renters, and households looking for personal chefs for weekly meal preparation or special events. Brand Personality: Culina is a platform designed to connect skilled private chefs with individuals and families who want exceptional meals without the time or effort of cooking themselves. The name comes from the Latin word culina, meaning “kitchen”, representing the heart of food, culture, and shared experiences. Modern lifestyles have made cooking at home increasingly difficult for many people. Busy professionals, hosts planning intimate gatherings, and families seeking high-quality meals often want the comfort of home dining without the responsibility of preparing the food. At the same time, many talented chefs are looking for flexible opportunities to showcase their craft outside traditional restaurant environments. Culina bridges this gap by offering a trusted platform where customers can easily book professional chefs for home dining, private events, meal preparation, or special occasions. The brand focuses on convenience, quality, and memorable culinary experiences, transforming everyday meals and gatherings into something exceptional.