Pi-vate Chef

Led by Chef Pi Reyes, Pi-vate Chef — a clever play on his name and the idea of private, personalized service — is a Guelph-based meal service and catering business built on equal parts culinary experience and community care. With over 20 years in the industry — working in kitchens ranging from boutique resorts like Poet’s Cove to Oliver & Bonacini in Toronto and Elora Mill — Pi brings a refined yet approachable style to everything he creates.

From neighbourly gesture to growing business

When the pandemic hit, Pi began cooking for elderly neighbours in his Guelph condo who had lost access to meal programs. What started as a simple act of care quickly spread through word of mouth, growing into a full operation. Today, Pi-vate Chef prepares and delivers hundreds of meals each week to Guelph residents, alongside catering intimate events and private dining experiences.

“I feel like I have come full circle. My mom and family were always there for me. And now I get to do the same – cook for my friends, my neighbours, my community.”

Our work with Pi-vate Chef began during a key stage of his growth, starting with a photography project — capturing his meals, process, and the personality behind the brand. That initial collaboration naturally expanded into a broader scope, leading to a refreshed brand identity and a new website that better reflect the quality and care behind his food.

The goal was simple: bring his story and personality forward while giving the business a clean, professional presence to match the scale it’s reached. As we worked together, it became clear that the strength of his food and service needed to be matched with a cohesive visual identity and a more seamless online experience.

brand identity + website

We worked closely with Pi to shape a brand that feels as warm and personal as his food. This included developing a clear visual identity, refining messaging, and producing professional photography that captures the quality and care behind each meal.

results + growth

• Since launching his refreshed brand and website, the business has grown by at least 2× in client base and weekly meal orders.
• Website engagement and inquiries have increased significantly, giving Pi more capacity to focus on cooking and community rather than administrative work.
• His work continues to build deeper roots in Guelph, with repeat customers, event bookings, and stronger local recognition.