PROJECT : LOGO, BRANDING & WEBSITE DESIGN
THE CLIENT : MY NEWTOWN KITCHEN | RACHEL JELLEY
Rachel Jelley from My Newtown Kitchen, came to me for a complete branding strategy for her new business. It was the perfect, blank canvas for us to create magic on. My Newtown Kitchen is a Sydney based company that holds pop up dinner parties and sacred cooking workshops in her warehouse. Rachel wanted to connect people with the sacred ritual of cooking.
Words to describe the brand
- Sacred ritual of cooking
- Lush abundance
- Garden of Eden
- Divine Feminine and Goddess of Grain
For My Newtown Kitchen's branding, we wanted to create the feeling of walking through the garden of eden, lush forests boasting an abundance of fruit and flowers sitting beneath the canopies. We also wanted the brand to convey the ancient wisdom for food where the Sumerians worshipped each ingredient, cooked together as community, and appeasing the Goddess of Grain would mean a good harvest. In addition to this, the brand still needed to feel contemporary and relevant for her warehouse kitchen located in the city.
The website and all the printed material adopts a clean, simple, symmetrical layout to balance the abundance of imagery and photography.
THE MOOD BOARD
For the mood board, we loved the illustrative style of Henri Rousseau's garden of eden piece 'The Dream'. We were drawn to vibrant reds, greens and purples for its lushness.