Sunday Table Brand Strategy + Identity
Sunday Table is a place where people can celebrate special moments by gathering around a virtual table.
Strategy + Solution
When Sunday Table approached me, she was looking for a new brand strategy and identity. After ten years in the food blogging industry, she still felt like she did not have a distinct "brand," feeling like she was still using her image as her brand.
She wanted to step away from this personal brand to upscale her blog and have a unique edge in the food blogging community. She expressed wanting a brand that was different from others, so she didn't look like any other food blog.
GOALS
Our main goal was to create a brand strategy and identity that differentiated Sunday Table from millions of other food blogs on the internet.
Sunday Table wanted to get back to the root of cooking and to inspire younger people to carry the tradition of hosting dinners with loved ones.
OUTCOMES & RESULTS
• 100% increase in brand cohesion and perception.
• The brand strategy + identity helped Sunday Table's web designer create a gorgeous new website with a focus on usability and search engine optimization
• The new blog website launched in July 2022, with 146 likes and 46 comments.
SKILLS
Illustrator, InDesign, Brand Strategy, Brand Identity, Copywriting
STRATEGY + BRAINSTORMING
• Who it's for: young millennials, women 24-35 years old, and other food bloggers
• Where it will be used: social media, website, blog
• Key brand words: cozy, whimsical, welcoming
Initial sketches involved researching other food blogs to prevent Sunday Table from looking like popular websites. I also researched cooking motifs, such as herbs and spices, to see where we could incorporate them into the logo.
Overall, I wanted to use a serif font to exalt the classy feel of Sunday Table. Research involved hand-sketched illustrations because I wanted the logo to feel cozy and welcoming.
Strategy + Solution
• Logo: With family gatherings and cozy recipes as the main themes for Sunday Table, the main logo is a hand-drawn pot surrounded by rosemary leaves with Sunday Table stacked on the bottom.
This vintage option perfectly encompasses Sunday Table's brand by its symbolism. Not only is rosemary a beloved herb in cooking, but it also symbolizes remembrance. Sunday Table embraces making memories with loved ones through delicious, forever recipes.
The number two commonly symbolizes love and relationships, alluding to the idea that cooking connects us to one another.
• Moodboard + Imagery: Cozy, welcoming imagery can be seen throughout the moodboard with personal food photography, courtesy of Sunday Table. Romantic dinner spreads, a glass of wine, cozy blankets, and modern kitchens encompass Sunday Table.
• Color Palette: The color palette is a perfect blend of warm and muted tones, taking inspiration from food, while the forest green and dusty pink combination exerts the classy, yet warm personality that Sunday Table embodies.
MISSION STATEMENT
Sunday Table inspires twenty- and thirty-somethings to find a love of cooking and entertaining through cozy, beautiful, and made-from-scratch recipes.
We help you feel confident in the kitchen so that you can carry on the tradition of hosting Sunday night suppers, dinner parties, and get-togethers for family and friends
BRAND MESSAGE
Sunday Table offers impressive, attainable, and cozy recipes for Millennial women who love creating delicious meals for their family and friends.
Readers look to Sunday Table as a go-to spot for a variety of provisions because of our unique approach of offering foolproof recipes, creating an online community of like-minded individuals, and offering resources that inspire readers to create something beautiful for all of life’s get-togethers
