The Pink Kitchen Co.

Logo & Tagline Rebrand

Project background

The aim was to create an overall new look and feel for the company brand while holding onto the same brand voice.

GOALS

  • new logo

  • new tagline

  • new business cards with design

Audience & Tone

Customers are aged 28-60 with a $50-120 000/yr income. They are educated 9-5’ers, with some retirees in the mix. These dog owners, cottage dwellers, and caretakers desire more social activity. This group appreciates exciting and nourishing food that gives them time to become better versions of themselves.

The tone will include the usual bright, fresh, friendly, and fun "pink attitude" with additional modern, feminine, and opulent elements. Prominent pink backgrounds will be switched out for white.

Creative Process - Logo

I was provided inspirational pictures for colour themes and moods, allowing for a more precise creative start-off point.

Round 2 offered the finished product after some minimizing.

  • Pink meaning - love, nurture, compassion, charm, femininity;

    "in the pink" is a sign of good health;

    "tickled pink" evokes the emotions of happiness

  • A pineapple is a lasting symbol from centuries past of hospitality, welcome and friendship; sometimes used as the "crowning" piece in large displays of food or a simple reminder to wear your own crown

  • Red seal - signifies a high standard of culinary skills and knowledge.

New modern, feminine and sophisticated fonts

Creative Process - Tagline

After delving deeper into The Pink Kitchen Company's tone and persona, I developed a working mission statement:

"To provide delectable and nourishing meals made with love that offer time to experience a life well-lived"

I worked through new benefits and value proposition templates as Chef Caity's service changed to private chef services. Also, after listing the what, who, and whys, as well as differentiators, I was able to streamline a direction:

  • Confidence in health, energy and ability to live a life of abundance, fun and freedom

  • We give you nourishment

  • We give you time

  • We give you freedom

  • We offer joy

  • Joyful Cooking Inspired by Freedom

  • Freedom Inspired Cooking

  • Joy Inspired Catering

  • Freedom Inspired Catering

Final Results

It was agreed upon that the company's current model still needs a product descriptive in the tagline, with excitement for what the future brings.

'...A Life Well Lived' speaks to the actual and wished-for lifestyles of TPKC's current and future clientele. This service provides memories of an unforgettable dining experience with take-home reminders to continue living the good life.

A happy chef is proud to distribute fresh, new business cards at every event. The rebranding research has given us a foundation for continued marketing and advertising, a mission statement, and further direction for a working website.

Additional Results

A new Instagram bio