"Go for the Full Charlie" is a strong branding device is a playful reference to “The Full Monty,” which, before it was a hit movie, meant “doing everything that is possible and necessary”, “not stopping at a certain point” and “the works”. Which also happens to be attributes of Chef Charlie Bigham. And his mission to make prepared meals more exciting, with no shortcuts on ingredients, preparation, presentation, or ethics.
Concept, art direction, design
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