SITK | Brand Refresh
A Fresh Brand for a Local Treasure
Someone’s In The KitchenSomeone’s In The Kitchen is a gourmet kitchen store beloved by locals for its eclectic mix of kitchen tools, gifts, and specialty foods.
They came to me with a wonderful yet challenging request: Design a brand identity and supporting logos without changing their original logo.
They needed a brand identity that would be long-lasting and flexible, with supporting logos designed to work better at smaller sizes. Most importantly, it all had to fit together.
So we got to work curating mood boards, working out supporting logo concepts, and creating just the right color palette and fonts to support the variety of uses they would have.
Curated, Colorful, Uniquely Their Own
The brand visuals now reflect the personality of the store; curated, colorful, unique, and warm. The outlined text in the supporting logos is a nod to their pre-existing primary logo, while the shape of the rounded rectangle is a nod to the shape of their sign on the building. The ethos of the store and crew is professional yet friendly, which we achieved with the typography and brand voice.
The brand now also speaks to a certain longevity, as the store has a long history of welcoming all kinds of folks to it’s vibrant atmosphere since 1988.
Another benefit is that they are now able to more easily create merchandising displays and design assets to support their business and marketing goals.
With a store full of wonderful gifts, kitchen items, and even specialty foods, customers repeatedly state it’s their happy place. That’s why we also decided on the perfect tagline to pair with the logo: “Come explore.” This invites a sense of discovery, not just shopping.
Mini Brand Guide
From The Client
“The discovery and design process we experienced with Carly resulted in a curated collection of elements that will be the foundation of branding for our future. The process was thoughtfully designed and communicated, so I never had to question the timing of anything.
The brand assets and guidelines Carly created for us give us the freedom and road map to create everything we need, regardless of scale or complexity. We have the tools we need to be independently successful in our marketing, but also feel supported along the way.
Carly has the gift of taking a messy collection of opinions, thoughts, and goals and turning them into a polished package of elements that have inspired even more projects and created brand consistency.”
– Ashley, Someone’s In The Kitchen
Your brand should work for you, not against you.
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