Lucie's delivered hot, home-cooked meals to families around Costa Mesa, California. I was their designer from the early days until they closed in 2024. I built the brand from scratch and designed nearly every print and digital piece they put out.
The owners wanted the brand to feel the way the food did: made in a kitchen, not a facility. We went with a deep navy, a pale pink, and soft floral line work. It's warm, a little old-fashioned, and easy to trust when it shows up on a mailer at your door. Nothing about it says startup, which was the point.
The style guide came first, and everything else traced back to it: direct mailers, flyers, posters, sticker sets, social templates, and email campaigns. Years of output, and it all still looked like one brand at the end.
Over four years, the system supported everything from everyday promotions to seasonal campaigns while keeping the brand recognizable across channels. It remains the most complete brand system I've built and a strong example of how I translate an identity into practical, reusable tools for a small team.