My Newtown Kitchen

An urban temple devoted to the ritual of food

My Newtown Kitchen

An urban temple devoted to the ritual of food

Project info

client Background

Rachel Jelley, the founder of My Newtown Kitchen (now known as Hearth & Soul), offers holistic cooking classes, workshops, and pop-up dinner events in Newtown, Sydney.

Credits & Collaborations

My Newtown Kitchen

Industry or location

Holistic cooking classes and events

Project scope

Brand design, identity design, web design, illustration

An urban temple devoted to the delicious beauty of nature, worshipping each and every ingredient.

Objective and goals

Rachel came to me for a complete rebrand for her business and needed something memorable that positioned her uniquely in the food industry. The visual brand identity needed to feel contemporary, urban and relevant for its city-dwelling diners but also bring something new to the table, helping to shift people's perception about the sacred ritual of cooking, food and sharing a meal.

The main challenge was to create something luscious, captivating and vibrant. It needed to convey the feeling of life in full flourish - abundant and plentiful.

The Design

My Newtown Kitchen text logo
My Newtown Kitchen text logo illustration
My Newtown Kitchen logo
My Newtown Kitchen business card
My Newtown Kitchen social media template
My Newtown Kitchen social media template

Strategy and results

We decided to recreate the feeling of walking through the lush garden of Eden, adorned with ripening fruit, the sweet nectar of passion flowers and low-hanging, green canopies and vines. We drew the illustrations by hand so they could be used in various ways as icons, dividers or elements to tell a story and draw the eye.

This was juxtaposed against contemporary, spacious layouts and a strong, metropolitan-inspired typeface to give the visual brand a sense of grounding.

No items found.
My Newtown Kitchen brand style guide
My Newtown Kitchen menu

Kind words

The process she used to distil the essence of my brand was one of the most valuable things I’ve ever done for my business.

My Newtown Kitchen
My Newtown Kitchen business cards

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Jo ChunYan is a bespoke packaging & branding design studio for visionary founders and their brands. We acknowledges the Bunurong Boon Wurrung and Wurundjeri Woi Wurrung peoples of the Eastern Kulin Nation and pays respect to their Elders past, present and emerging.