The Prue Leith Chefs Academy not only celebrated its alumni in February during the visit of Prue Leith CBE, but also launched a new logo, name and brand direction.
The Academy opened its doors in 1997 as the Prue Leith College of Food and Wine and was renamed and rebranded as the Prue Leith Chefs Academy ten years later. “It is a new decade and we believe time for an updated look, not only to ensure that we are current, but also to accurately represent the increasing number of food services that we have been offering over the past few years,” said Adele Stiehler-van der Westhuizen, Managing Director of the Academy. “A brand associated with a patron as dynamic as Prue Leith certainly cannot afford to be stale and pale!” Prue Leith Chefs Academy was renamed as the Prue Leith Culinary Institute.
“I am delighted by the new look and direction of the institute, as food is a very dynamic field and the new brand recognises that there are many ways to be a chef. In my own career I have constantly changed what I do, but food mostly remained at the heart of my work,” said Leith.
As part of the new brand, 2020 will see several launches for the Institute, the next being the launch of Prue Leith “Broadcasting” the Institute’s online food platform that will share recipes, techniques, articles and reviews through videos, podcasts and blogs – all exploring the fascinating world of food.
The Prue Leith Restaurant will also be renovated and relaunched by spring and before the end of 2020 a variety of health and nutrition related educational products will be launched as the Academy has always believed food to be the foundation of health.