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.
My Newtown Kitchen
Holistic cooking classes and events
Brand design, identity design, web design, illustration
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.
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.
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.
Work with us
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.