University of Georgia
Brand Identity, Advertising, Interior Design
Co-Art Director: Emily Laramy
Life is busy. It is crazy, hectic, stressful, and somewhere in the middle of it all, you’re supposed to breathe - and eventually find time to cook. What is needed is somewhere where productivity goes side by side with relaxation and socialization, where necessity meets fun. Herban Kitchen believes in having it all. They believe in the contradiction. A welcoming, natural space can be carved out of a windy, artificial city. Discover the joy of cooking with a community that loves food and + sharing recipes. Find your escape and your appetite.
For this project, my co-art director and I branded and advertised a retail space - a gourmet membership kitchen in New York City. We built the concept from the ground up - literally - starting with the floorplan, moving to interior design and branding, and wrapping it up with a cheeky advertising campaign.
CHEAT ON YOUR KITCHEN CAMPAIGN
“Is that another kitchen’s marinara sauce on your shirt?” Print Ad, 1 of 3
The campaign juxtaposes the desirable Herban Kitchen space with the often cramped, outdated kitchens of the city. Herban is the sexy, new cooking alternative that you can’t stop thinking about.
“Kitchen Seeking Affair.” Print Ad, 2 of 3
Herban Kitchen: Brand new to the city, gourmet kitchen space seeking passionate food lover to get hot with and mix things up for dinner. Interests include polished concrete counters, state of the art gas range, personal cooking stations, free cleanup, fresh organic ingredients onsite, and a affordable membership pricing.
“All the makings of a scandalous love story.” Print Ad, 3 of 3
Instead of “the other woman” leaving behind her phone number, Herban Kitchen leaves behind a recipe.
The social media campaign focuses on quirky vignettes of jealous kitchen appliances. Suspicious of your recent absence from the kitchen, they prod to know where you’ve been all day. With another kitchen perhaps?