The brief that the client gave for this project involved creating an identity that highlighted the warmth that she felt when she was eating good, homemade food. The name of the brand was also important as it was after someone very dear to her and she wanted to highlight this by adding in a lily flower symbol somewhere in the design. During the initial back-and-forth, we also spoke about certain "food" or "kitchen" elements that stood out for her and what she thought was essential to being a chef or homemade cook. For her, this was a chopping board.

Using all this information, the brand started to begin taking shape. The concept formed around creating a simple but homely design that also highlighted the lily that was so important for the client. It was all about creating a sense of warmth and comfort through simple design elements with subtle hints and connections.

Bringing in all the elements and thoughts outlined in the brief, the brand identity and logo design was created. I wanted both the brand name and symbols to form a cohesive logo design, arranging each element so that it corresponded and worked with the other elements. The simple outline of a chopping board brought in some dimension to the logo and allowed for the brand to communicate what they might be offering. Using a simple three colour palette spoke towards the simplicity of the brand, and the chosen colours generated a sense of warmth and homeliness. The final element was then replicating the negative space that is the middle of the flower in the dots about the "i"s creating a cohesive connection between the two.