Brief
Cooking with Love Catering (CWLC) was founded by couple Joan and Kelvin Jasper in XXXX with a mission to connect community through great food. Initially a small catering company, Cooking with Love was expanding into a broader range of events and programming by 2025. Joan and Kelvin engaged me to craft promotional materials for an upcoming event, and our work together resulted in an entirely refreshed identity for the brand.
Examples of existing CWLC materials featuring a variety of logos and styles.
The refreshed CWLC identity unites the brand narrative and mission with a set of visual elements that evoke Southern comfort cooking.
Vision
Early conversations centered around CWLC’s upcoming event A Taste of Love, A Sound of Jazz. As we discussed Joan and Kelvin’s vision for the event and their company, it became clear to me that although their existing materials had worked so far, they’d need a more consistent yet flexible system to grow to the next level. After expressing concerns with the existing variety of logo files and inconsistencies in legibility, I proposed a refreshed logo as the foundation for an elevated brand.
A sample of my early attempts to refine the existing logo and exploration of new elements
The initial round of logo concepts featured 3 designs expanding upon the existing logo, graduating from a small adjustment to an entirely new identity.
My initial explorations brought 3 new logos forward—a gently refined version of what they had already, a reworked variation of the same elements, and an entirely new approach with a signature “skillet of love” icon. Walking Joan and Kelvin through these updated logos painted a picture of how they could visually tell their story and lean on strong design to level-up their vision for what CWLC could become.
Results
The Skillet of Love icon deeply resonated with Joan and Kelvin because it told their story—a loving partnership with a shared vision of spreading love in their community through great food. Inspired by this new graphic element, they went all-in on a rebrand to launch with their upcoming event. To round out the project, I crafted business cards and marketing materials for the event. Although the initial event was ultimately postponed, the new identity continues to serve this couple well as they grow their dreams and business.
Business card concepts with a variety of logo designs
Final flyer for A Taste of Love, A Sound of Jazz
Final logo guide with variations and color palette.