Whitenoise magazine design for Pilgrim's Europe - Whitenoise Studios
Our Design is Cooking Up A Fresh Look For Pilgrim's Europe's Culinary Magazine For The Festive Season
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Our Design is Cooking Up A Fresh Look For Pilgrim's Europe's Culinary Magazine For The Festive Season

From 'Hatch' to 'Chef’s Table' : a recipe for success

Moy Park, a valued client of Whitenoise since 2012, has experienced extensive transitions and transformations, following its acquisition by Pilgrim’s Europe earlier this year. Previously known for its poultry product range, Moy Park has now been officially integrated within the Pilgrim’s group, expanding the family portfolio of brands and products to include a wider range of meats. As Whitenoise prepared to meet with the team in Q3 2024, we know it was a timely moment to think big and look at a fresh approach to tell the story of this evolving brand.

Over the past three years, one of our standout collaborations has been the creation of Hatch Magazine, launched in January 2022 as part of Moy Park’s food strategy. Designed to foster a vibrant “foodie culture” among staff, stakeholders and customers, Hatch celebrated adventurous cooking, and it soon became a revered resource for internal training and inspiration.

As planning began for the December 2024 edition, Hatch hung up its apron, and the magazine adopted its new title of Chef’s Table, to reflect Moy Park’s broader offering under Pilgrim’s Europe. This rebranding signaled the inclusion of a wider range of meats and also introduced a refreshed Scandinavian-inspired design, to represent the unification of all Pilgrim’s brands. Maintaining the essence of Hatch while infusing Chef’s Table with a modern, cohesive aesthetic was key to its continued success.

The transition to Chef’s Table began with a detailed briefing from Aaron Dixon, Head of Culinary and Product Direction. The theme for this edition was “Christmas and Celebrations,” with an emphasis on festive recipes to showcase Pilgrim’s products at the heart of the festive season. The exclusive recipes were divided into 'Party Food', 'Centrepiece', and the all-important 'Leftovers', with meals lovingly crafted by Pilgrim's talented network of product development chefs. Balancing tradition with innovation, we sought to preserve the cherished elements of Hatch, while introducing a fresh look and feel to distinguish the new age of Chef’s Table.

Newsroom Graphics - Chef's Table 2

Behind the Scenes: Crafting Culinary Inspiration

The production process was a collaborative effort led by our Senior Brand Designer, Ciara Topping, who worked closely with the Pilgrim’s Europe chefs, Food Stylist Karyn Booth, and Photographer Sharon Cosgrove to art direct the imagery. Over two days, the team meticulously staged and shot luscious food layouts, framed with props and garnishes and brought to life with all of Karyn’s best food styling secrets.

Following the photography sessions, Ciara worked with Sharon to edit images as required for each page layout, developing a thoughtful and visually appealing editorial magazine design. The result is a digital and print magazine that continues to inspire culinary creativity while embracing the expanding horizons of Moy Park’s offerings under Pilgrim’s Europe.

Newsroom Graphics - Chef's Table 3

"Whitenoise are a fantastically creative group who provide brilliant inspiration and output for our internal food magazine. They are a joy to work with and the design team feel like part of our business when working on the project. There is a real sense of pride and excitement around the team when working with them. They deliver across all parts of the project, from initial ideation and inspiration, through to shooting the magazine and with the print and delivery of the product, its always delivered on time as per the critical path and at times ahead of this. I have absolutely no hesitation in recommending Whitenoise, in fact if you aren’t using them for all your creative needs, you should be!"
- Aaron Dixon, Head of Culinary and Product Direction at Pilgrim's Europe


"It was a pleasure to work with the Chef’s Table (previously Hatch) team on such a significant issue. As the first edition under the ‘Chef’s Table’ name, this magazine brought together the best-loved elements of Hatch with fresh ideas, reflecting the merger of the two brands. The Christmas theme added a festive touch, and the recipes are just as delicious as they look!”
- Ciara Topping, Senior Brand Designer at Whitenoise

If you are interested in exploring the use of graphic design, brand design, or photography to market your product and services or to communicate your organisational purpose, we would love to talk with you. You can contact Adam Peters (Product Manager) to book in a short consultation - adampeters@whitenoisestudios.com

To find out more about Pilgrim's Europe and their work; visit Pilgrim's Europe

Credit: All creative design and graphics by Whitenoise Senior Designer, Ciara Topping, copy and cooking by Pilgrim's Europe culinary team, food styling by Karyn Booth and photography by Sharon Cosgrove