CONQUER THE KITCHEN

Strategy / Brand Naming / Brand Identity / Design System / Messaging

Creating the ultimate online cooking course.

Challenge

When Mike G. from Pro Home Cooks approached us to help launch his ultimate cooking course we got excited. It was our job to develop the name, strategic platform and tagline message for the course. We created a name that communicates the benefit of developing your own unique expression of cooking and what that provides—freeing yourself from the burden of recipes and finding your creativity in the kitchen. You get to conquer your kitchen.

How do you brand the ultimate online cooking course to support a parent brand experience?

Can you celebrate the multi-faceted approach to cooking and cultivating a cooking philosophy, all in one single visual?

Solution

When creating any digital product or experience the scope of assets required is often overlooked. Humanfolk created a comprehensive and scalable design system that takes the guess work out of creating the materials to support course creation. Title sequences, video bumpers, written material and interface graphics can all be created quickly and efficiently inside of the system we create for Mike.

The identity allows for scalability as Mike continues to develop cooking courses the structure of this identity will allow for new identities to be created and live inside of a consistent visual language.

Results

A distinct course name and positioning that clearly communicates creative freedom in cooking

A scalable brand and design system supporting video, written content, and digital interfaces

Faster, more consistent production of course materials across formats

A flexible identity framework that supports future course launches under the Pro Home Cooks brand

Team

Dave Dick

Paul Wilcken

Graphic with teal background featuring a pattern of cooking utensils and vegetables, central text states 'This is not a recipe. Conquer the Kitchen' with a pot illustration and a small black circle with 'Pro Home Cooks' text.
White background with black text that says, "What is in this image? Respond in American English."
Open magazine titled "The Ultimate Veggie Cheat Sheet" with illustrations of vegetables and a pork diagram, placed on a teal background.
Black and white halftone illustration of an onion.
Black and white halftone illustration of two pork chops in a cast iron pan.
Black and white halftone illustration of ginger.
Black and white halftone illustration of a fennel bulb.
Black and white halftone illustration of a baking tray holding a roasted chicken and vegetables.
A background collage of words related to kitchen utensils and cooking techniques.
Slide with teal background displaying section 04 titled 'The Farmer's Market Mindset' with a small circle logo that reads 'Pro Home Cooks'
Title slide for a kitchen organization guide with orange background, black and white text, and a small circular logo reading "Pro Home Cooks"