The Recipe Kit
Cooking up a new brand name and brand identity for a market pioneer
In Brief
Client
The Recipe Kit
Title
Brand naming
Projects
Brand naming, Brand identity, Icon design, Social Media icons, Website design, Food photography styling, Audience research
Concept
The key challenges were that the business was new in a new market with few competitors, however they were relying on search engines for their marketing as budgets were non-existent for other promotional activities at launch.
Website
therecipekit.comAbout this project
Recipe kit meal boxes are a relatively new concept in the food industry. These boxes provide customers with pre-portioned ingredients and step-by-step instructions to cook a meal at home. These boxes provide a convenient solution for busy individuals who want to cook at home but don't have the time to plan and shop for ingredients.
A brand new company in a brand new market. Forget ready meals, what you want are carefully selected ingredients from great producers in the right quantity with a lovely recipe all picked, packed and delivered fresh to your door. Just cook it up and eat it. That’s what The Recipe Kit offer.
A brand new company in a brand new market. Forget ready meals, what you want are carefully selected ingredients from great producers in the right quantity with a lovely recipe all picked, packed and delivered fresh to your door. Just cook it up and eat it. That’s what The Recipe Kit offer.
Shown below
One of the simplified icons for small use. The example shows the Facebook icon for The Recipe Kit.
Illustrations
We developed a signature logotype and a series of brand icons contained in the form of the open box/house motif to convey the energy (bursting out of the box) and charm of the brand.
This "drawn by the human hand style" reflected the brand values very well by having a sense of traditional Japanese aesthetic of wabi-sabi. The acceptance of transience and imperfection. The aesthetic is sometimes described as one of appreciating the beauty that is "imperfect, impermanent, and incomplete" in nature.
The icons were tailored further with meat, fish and vegetarian designs to reflect the recipe choices available at The Recipe Kit.
This "drawn by the human hand style" reflected the brand values very well by having a sense of traditional Japanese aesthetic of wabi-sabi. The acceptance of transience and imperfection. The aesthetic is sometimes described as one of appreciating the beauty that is "imperfect, impermanent, and incomplete" in nature.
The icons were tailored further with meat, fish and vegetarian designs to reflect the recipe choices available at The Recipe Kit.
The result, a recipe box full of the right ingredients
Peek were appointed to first generate a new name for this first-mover. The key challenges were that the business was new in a new market with few competitors, however they were relying on search engines for their marketing as budgets were non-existent for other promotional activities at launch.
Peek suggested three names that were unique, well researched and with their domain names secured. The Recipe Kit was chosen as it stated exactly what the offer was. No explaining made up words, no misspellings. The domains were bought so it would be top of the search results for this new breed of foodie delivery services.
Following this we then created the fun and colourful identity for the brand and a range of illustrations that you will see on the website, packaging and advertising for the business.
The Recipe Kit was so successful it was bought by a rival brand.
Peek suggested three names that were unique, well researched and with their domain names secured. The Recipe Kit was chosen as it stated exactly what the offer was. No explaining made up words, no misspellings. The domains were bought so it would be top of the search results for this new breed of foodie delivery services.
Following this we then created the fun and colourful identity for the brand and a range of illustrations that you will see on the website, packaging and advertising for the business.
The Recipe Kit was so successful it was bought by a rival brand.
“Finding the right team that can fully grasp your vision and turn it into a great brand name and identity that speaks for itself can be quite challenging. Working with Peek was one of the best things that has happened to us in our startup phase.
If you are looking for experienced people who can listen to you and efficiently translate your vision into something tangible, then you’re in the right place..”
If you are looking for experienced people who can listen to you and efficiently translate your vision into something tangible, then you’re in the right place..”
George Kazarian, Founder, The Recipe Kit