Explore the Kitchen Stories rebranding by Nancy Gao. Discover the new branding and visual identity connecting cultures through food.

Kitchen Stories, the digital platform for sharing cooking recipes, recently underwent a significant rebranding effort. The goal was to create a more memorable identity and attract a broader, global audience. Designer Nancy (Xinxuan) Gao took on the challenge, developing a new visual identity that goes beyond just recipes.

The core idea behind the new branding is fostering communication between diverse cultures through the universal language of food. It’s about sharing the stories behind the food – the ingredients, tools, and customs from different backgrounds. This approach aims to connect people worldwide through smell, taste, and visuals.

Inspired by Cultural Patterns

A key element of the new visual identity is a system of patterns inspired by traditional designs from various cultures. These patterns visually represent the textures of spices and food unique to each country's cuisine. Gao designed these patterns to intertwine and mix, symbolizing the dialogue and exchange between different cultures and their culinary traditions. The patterns utilize a grid system, making them highly flexible for use across posters, digital platforms, and even spatial applications. You can see examples of these patterns applied across different media, from digital interfaces to posters, as shown in the provided visuals.

A Logo Rooted in Togetherness

The new logo draws inspiration from the simple shape of a dining table. This choice is intentional, as the dining table represents a place where family and loved ones gather. It symbolizes connection, bonding, love, and culture – moments to slow down and enjoy each other's company.

Functionality was also key. The logo is designed to be flexible across various media. Look closely, and you'll see two small circles next to the main shape. These represent a colon, hinting at the story or recipe that follows, much like a dictionary entry. It suggests a 360-degree perspective celebrating food, culture, and sharing. The design system includes clear guidelines for logo usage.

Bringing the Brand to Life

The rebranding extends beyond static visuals. Gao also created a branding video and logo animation to help communicate the story and feel of the new visual language. The overall visual identity aims to be clean, inviting, and reflective of the diverse stories Kitchen Stories shares.

This thoughtful rebranding gives Kitchen Stories a distinct and meaningful visual identity. It moves beyond being just a recipe platform to become a space that celebrates cultural exchange through the shared experience of food. The design successfully blends cultural inspiration with modern aesthetics, creating a flexible and engaging brand experience.

See more of Nancy (Xinxuan) Gao's work: https://nancygxx.com/

Branding and visual identity artifacts