Welcome to the Kitchen… Witch!
Kitchen Witch is a new food and lifestyle brand for those who value cooking, good health and being spooky.
The foundation of this brand lies in honoring the connection between people and the rhythms of the natural world to promote good health and well-being.
Finding Our Voice
After meeting with the team to discuss the mission and message of this brand, we created a list of key words and concepts:
Sustainability
Occult
Natural
High Quality
Sorcery
Supportive
Dark but approachable
Genuine
Helpful
Open to all
The Problem
There are no cooking and lifestyle brands are geared towards those interested in witchcraft. This is particularly interesting because witchcraft and the occult have a rich history to draw from when looking at both lifestyle and nature elements.
The Voice
Culinary conjuring for the modern sorceress.
The Mission
Create a brand that embodies a spooky occult feel, and celebrates natural rhythms and sustainability.
The Inspiration
Because witchcraft is particularly connect the the natural rhythms of the earth, we wanted to incorporate the idea of cyclical change into the brand. We looked at tide charts, moon phases and seasons of inspiration.
Additionally, because witchcraft has traditional been practiced mostly underground we wanted the brand to have a homemade feel.
Logos
We started by brainstorming and sketching different elements. We decided on a decorative script-style font for the logo. This retained a handmade feel for the brand line while allowing us to combine other iconography to give the brand a more modern look.
Combining the phases of the moon with measuring cups yielded the perfect icon – cooking plus the rhythms from the natural cycles of the earth.
Initial Sketches
Main Logo Lock-up
Full Logo System
Brand Color Palette
Branding for Product Lines
Tinctures
Marketing – Merchandise and Social Media Templates
Lick Frog Design 