Branding: Made Good Kitchen

The brief for this project was simple. Update the visuals and brand identity for a small batch organic broth company based out of Singapore. They pride themselves on the fact that all their ingredients are sourced with care from suppliers that keep their processes simple and free of the bad stuff and that their methods for processing and cooking the ingredients are straight forward and honest.

This led me to a design language for their rebrand that emphasised the brands connection to their ingredients, transparency in their process and above all their commitment to keep things simple. Hence I created the base icons that represent the core ingredients that go into each of their broths, leaning on their value of simplicity being key I created silhouettes of chickens, fish, cows, vegetables and pigs, each filled out in primary colours that best represent them and aided in giving them a distinctive identity to allow for easy identification by customers.

The typeface of choice for the heading was Elbrush, chosen for its dynamic design and also for its rough, natural & handwritten form. The intent of this was to draw the customers attention to the type for legibility reasons and also lean further into the relationship of being an organic and approachable brand.
The secondary supporting typeface is a classic serif typeface, Garamond Premier Pro. This was to be used for all copy that contained vital information like “no salt added”, “soy & gluten free” and the storage instructions. The reason behind this was due to the formal nature that serif typefaces are typically associated but Garamond Premier Pro also manages to retain a more youthful and less severe form than its counterparts.

Finally the labels were then designed with the intention of being applied to disposable plastic bags and to be freezer safe.

Working on this was a thoroughly rewarding experience and it taught me many things about what really goes on behind thoughtful brand design and how to communicate brand values through showing and not just telling.