Lucie's Wholesome Kitchen
Lucie's Wholesome Kitchen was a meal delivery service dedicated to providing hot, ready-to-eat meals to busy families throughout the Costa Mesa area. They quickly built a loyal following and became a staple for households across Orange County that were looking for high-quality, homemade food without the stress of prep time.
I spent the better part of 2023 and 2024 working closely with the owners of Lucie's to build out their brand from the ground up. My main focus was creating a solid brand identity and a comprehensive style guide that we could use as a roadmap for everything else. This allowed us to keep a very consistent look and feel as we rolled out a wide variety of print and digital assets over nearly two years of collaboration.
We spent a lot of time thinking about our target audience, which consisted primarily of busy, working moms. To reach them, we moved away from anything that felt too corporate or clinical. Instead, we landed on a rather gentle dark blue and pale pink floral stylescape. The goal was to communicate that these were warm, hearty, and homemade meals. We wanted the branding to feel approachable and high-quality, like something that would fit right in on a family dinner table.
Because this was a long-term partnership, I had a significant amount of creative control. I was able to build a cohesive ecosystem of designs that included:
- Core Branding: A full logo system and custom brand patterns.
- Print Assets: Direct mailers, flyers, posters, and custom stickers.
- Digital Content: Social media posts, email campaigns, and various web graphics.
Lucie's ended up closing their doors towards the end of 2024, due to internal circumstances unrelated to the success or health of the business. I am still incredibly proud of the work we did together. This remains one of my longest ongoing projects and a favorite example of how a thoughtful visual identity can help a brand truly connect with its community.
