You go into the app again. The scooter icon is finally heading in your direction. He picked it up 45 mins ago. I hope it's still warm. Finally, the doorbell rings, and your Katsu Curry with a side of Kimchi Gyoza are eventually in your hands.
We've all been there, waiting for our Deliveroo order to turn up, desperately warding off the hunger pangs. But, it wasn't until I met Holly, founder of Sunny Kitchen Collective, that I even considered that the food we order has been 'designed'. Designed to stay hot and fresh for as long as possible. Packaged and plated to keep its presentation despite vicious scooter rides across the city.
This is just one of many areas in the food and drink sector that are meticulously designed behind the scenes. It could be crafting a menu that offers diversity, yet chefs can make each dish in minutes. Or the arrangement of furniture to guide visitors around a cafes vast offering of sandwiches, salads and drinks. There's a clear design and strategy behind so much of the industry, thought up and implemented by innovative studios like Sunny Kitchen Collective.
We connected with Holly through another client and decided to work together to build a brand for her new business, which focussed on providing fresh ideas and responsive solutions to this sector.
NAMING AND BRAND IDENTITY
The first challenge was a name.
Naming might be the most frustrating yet rewarding part of any brand development project. We started by making an extensive list of potential names before narrowing it down to a few—none of which initially hit the mark.
And that's a good point for those looking to name their business. 99% of the time, you don't like a name when you first hear it. I'm not sure if I would be thrilled as a pioneering new tech company if an agency came back with the name 'Apple'. It's not until you've lived with it, spoken it, written it or looked at it again and again that you start to form a relationship with it. Don't get me wrong, some names are perfect from day one, but most require time to be adopted.
And that was the case here. One of the names we presented in that first deck later became the final name for the brand. It took weeks of saying it, writing it and looking at it before it could be confidently adopted. Sunny Kitchen Collective was born.
For the Identity and logo, we worked with the talented designer Allie Wood. Her playful approach to typography and bold use of colour was the perfect match for the brand.
It was important for SKC to have a landing page to direct new and potential customers. However, a cookie-cutter, template builder style website wasn't going to suffice. We wanted to create something that reflected their creative and innovative nature.