BRAND IDENTITY DESIGN
FOR KENG’S KITCHEN
Keng’s Kitchen is an educational culinary platform created by Chef Dr. Sylvia Dasi that teaches and celebrates the spectacular cuisine of 240 Cameroonian tribes. After we defined the brand’s mission + vision, I went to work developing a logo design that would attract and resonate with Keng’s Kitchen’s ideal audience.
Keng’s Kitchen wanted to attract an audience among the Millennial generation who enjoyed the art of cooking West African food. This demographic is particularly keen on beautiful imagery that evokes emotions. Millennials are an experience driven generation and I wanted to design a logo that made them automatically connect to fond memories at the dinner table.
Keng’s Kitchen audience is highly educated and with Dr. Sylvia Dasi’s scientific background I immediately thought of botanical study drawings- the delicate thin lines, the attention to detail, the maximalism. I conducted my own series of botanical study drawings on unique West African spices and ingredients. My study drawings led me to experiment with seafood dishes well known in Limbe, Cameroon.
Cameroon, the birthplace of Keng’s Kitchen, received its name from the Portuguese explorer Fernando Po who reached the coast of Cameroon during the 15th century. The explorer named the area Rio dos Camarões, meaning Shrimp River. As a part of Cameroonian history and culture, I wanted to tie these factors into the logo.
We decided to go with a Serif font to emulate history, class and timelessness. The result was a logo design that I am happy to say Keng’s Kitchen is extremely proud of. Check out the transformation below.
Keng’s Kitchen
CLIENT
Brand Strategy
Brand Identity Design
SERVICES
BEFORE
AFTER
BRAND AESTHETIC BOARD + COLOR PALETTE
After our consultation session during the ideation phase of this product, it was clear that Dr. Dasi was passionate about 3 values:
Culture. Community. Cuisine.
Since our goal was to design a brand that is personable, we resourced images that would immediately resonate with Keng’s Kitchen’s ideal audience and the experience of cooking that Dr. Dasi wished to share.
When creating the bio for Keng’s Kitchen after the mission + vision phase, this statement stuck out to me the most:
“My desire is the same as my forefathers - to contribute to the preservation and passing down of our Cameroon culture to the next generation...As we cook together, we will revisit the past, rediscover the present, and re-envision the future of 240 Cameroonian tribes using the best food possible.”
Therefore, it was very important to us to create an aesthetic that visually encapsulated the harmony between the past, present, and future of Cameroonian culinary history.
