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. Through strategic exploration, I landed on a palette of deep navy and soft blush pink, a thoughtful balance of professionalism and warmth. Navy conveyed trust and reliability, while blush introduced a nurturing, approachable tone, both aligning seamlessly with the brand’s mission and values.
Collaborating closely with the founders and their marketing team, I ensured brand consistency across all customer touchpoints. My work helped transform Lucie’s into a trusted, recognizable local brand. Over two years, we built not just a visual identity but a loyal, engaged community, positioning the business for long-term growth in a competitive market.
