Case Study: Colourful Street Food Inspired Rebrand for Popular Irish Cookery Club
When Sarah, the one-woman power team behind The Little Pink Cookery Club, initially reached out on social media her brand was feeling tired, overstretched and not very ‘Sarah’. She was running a popular online cooking school, selling her viral curry sauces at Irish markets on the weekends and working as a brand partner for some huge brands like Ikea and The Restaurants Association of Ireland. And she was doing all of this with just a logo and a DIY-ed Wordpress website!
Sarah felt that she had outgrown the branding that she’d created at the very beginning of her business journey. She was finding it difficult to create branded assets for big collaborations without a clear brand identity, and felt that the existing website didn’t do a very good job of distinguishing the different areas of her business.
Together, we devised a plan for a striking new visual brand and squarespace website that would marry the different elements of Sarah’s business.
Sarah’s strategy notes from our initial 90 minute brand call were full of desires for vibrant colours and nods to the Mumbai street food scene that had shaped her passion for food and cooking over many years visiting. Sarah shared a Pinterest board full of maximalist patterns, striking colour palettes and I was instantly hooked on the vibe. I knew that in order to meet Sarah’s vision, this rebrand would need to be modern, playful and colourful beyond belief. Thankfully, that’s my favourite design style!
The Original website for Little Pink Kitchen did the job, but lacked personality
There was plenty of colour, but navigating the site posed challenges and we didn’t feel like enough light was being shine on Sarah’s personality and services.
This rebrand was going to be all about bringing in colour, personality and a solid 10/10 brand into all areas of The Little Pink KItchen
This moodboard captures the vibrant, street-food-inspired look Sarah was drawn to throughout the strategy phase
How I rebranded The Little Pink Kitchen in Just One Week with the rebrand rodeo
Day 1 – Brand Strategy + Building the Visual Direction
As always, The Rebrand Rodeo started over Zoom with a 90 minute strategy call to dive deep into Sarah’s vision for The Little Pink Kitchen, her big brand dreams and her business goals. I need to know EVERYTHING if I’m going to create a brand that truly resonates with both the business owner and their audience!
We explored her current users, as well as areas Sarah would like to break into and intertwined those influences into a moodboard bursting with maximalist, colourful patterns, unique illustrations and cute graphics.
The Little Pink Kitchen had grown massively in the years since her first brand experience, and Sarah was ready for a rebrand that felt like the new and improved version of her rather than her first messy years.
A sneak peek into the vision behind this fun and colourful rebrand.
Day 2 – Brand Identity Creation
On day two of The Rebrand Rodeo, The Little Pink Kitchen’s stunning new brand identity came to life:
A playful type-based logo with custom illustrations to give it that handcrafted Indian-inspired feel
Playful foodie based illustrations
A bold pastel colour palette that felt playful and approachable, just like Sarah
Street-food-inspired text styles and fonts that add a playful edge while remaining legible
Background patterns that add texture and Mumbai-maximalism to simple designs
Instantly, Sarah was hooked on the new look. By spending a good amount of time on her strategy and getting to know Sarah as a person as well as a business owner, we were able to create a brand identity that screamed Sarah.
Quirky pastels, maximalist patterns and cute illustrations make this a brand worth screaming over!
Day 3 – Squarespace Website Creation + Homepage Design
Previously to working with me, Little Pink Kitchen was operating on a clunky homemade Wordpress site which did the job, but left a lot to be desired. Sarah wanted a covetable, gorgeous website for The Little Pink Kitchen that people would be excited to use.
Squarespace is such a wonderful platform for creating websites like this. Not only does Squarespace allow me to create gorgeous, well-styled pages for my clients, but also gives them the freedom of easy edits and updates - crucial when you’re running a membership like The Little Pink Kitchen. Of course, I’m always on hand for support, but I think it’s important that my small-business-owner clients feel empowered to make simple changes themselves so they can work quickly and at their best at all times.
Day 4 – Final Website Pages + Handover
After finalising the rest of the pages, we refined the flow between different services, ensured Sarah’s service sales pages and membership options were tight and well optimised and made sure the website as a whole:
Shows off Sarah’s unique personality and approach to cooking and brand partnerships
Was SEO optimised for busy women looking to simplify mealtimes
Acted as a great sales brochure for The Little Pink Kitchen for upcoming brand deals
Made it easy for people to sign up to the cookery club
This rebrand was all about helping The Little Pink Kitchen step into it’s next phase as a successful cookery business
Since the new Little Pink Kitchen brand and website launched?
Sarah has been sharing new and improved posts on social media, seeing higher engagement and welcoming even more people into her cookery club. She’s also been hard at work updating the branding on her menus, curry pot stickers and more. Thanks to the Canva brand setup included with The Rebrand Rodeo, this has been a piece of cake for Sarah who has actually enjoyed the process!
Happy Client Testimonial
"Doing the Rebrand Rodeo was the DREAM; somehow Naomi managed to get the right questions answered and now my branding fits beautifully into my business (honestly. It feels so fresh and new and exciting yet also like it was always meant to be?).
All the logos and fonts and templates I've been left with have made creating content that is On Brand an absolute dream as well. Seriously, it is stopping so much overthinking!
Thank you Naomi!" - Sarah Patterson - The Little Pink Kitchen
Is The Rebrand Rodeo right for your brand?
At Howdy Naomi, I build vibrant, fun brands and websites that are dripping with personality. I want female founders to stop watering themselves down for the online world and to finally start owning their space. I believe my brands help them do just that.
For Sarah, this was about allowing herself to step into this exciting new growth phase of her business with a look that screams ‘I’m here to stay!’.
If your brand feels like the old you and you’re ready to step into your next era, let’s make it happen.
