Lucie’s Wholesome Kitchen was a meal delivery startup serving busy families in Costa Mesa, CA with fresh, ready-to-serve meals. I led the end-to-end brand development, establishing a visual identity that resonated deeply with their target audience, primarily working moms seeking convenience without compromise. Starting from a blank slate, I designed the logo, developed the brand color palette, created social media systems, and delivered a complete suite of assets including packaging, printed materials, and a responsive website.
The brand work delivered real business results. Working closely with the founders over two years, we watched Lucie's grow from unknown startup to a premium local brand that customers actively championed. Parents shared photos of their meals on Instagram, referred friends, and consistently chose Lucie's over cheaper competitors because they trusted the quality. The comprehensive brand system I created also set them up for expansion beyond Costa Mesa, with assets ready to scale into new markets while maintaining that crucial consistency.
