Culture in a Bowl — Brand Redesign
--
Culture in a Bowl is an NYC-based catering company, specializing in West African cuisine and spices with a Liberian flair. The company was founded in 2018, in Detroit, MI.
In Q3 2023, we set out to completely redesign Culture in a Bowl’s brand image. Design a brand that conveys richness in quality, cultural awareness, and authenticity.
Our Rebranding Plan
Logo Redesign
Design a simple, memorable, and timeless Culture in a Bowl logo that reflects its cultural roots
Content Development
Capture high-quality food, product, and event photos to attract online customers
Website Redesign
Design a modern, engaging, aesthetically pleasing website that converts customers and tells a story
Logo Redesign
Culture in a Bowl’s new logo is designed to remind visitors of home. First, we replaced the serif typeface with a bold, rounded one to convey unity, comfort, and harmony. Next, we redesigned the African calabash and styled it in multiple colorways based on various West African flags. These new colorways celebrate Africa’s diversity and promote cultural awareness.
The three examples below are the Standard, Liberia, and Ghana colorways, respectively.
Content Development
Photography
High-quality images are associated with high quality products. This is especially true for food brands. With this in mind, we prioritized food and product photography.
We provided in-house, hi-res photography. We also designed product labels and staged product photoshoots for Culture in a Bowl’s signature seasoning.
Video Production & Co-Branding
We knew we wanted to create a fully engaging experience. It takes more than product shots to communicate Culture’s unique brand personality. We collaborated with Culture in a Bowl, casting them in the video below. Our goal is for online visitors to immediately associate the brand with fun, contemporary African culture, and diversity.
Research & Telling a Compelling Story
Culture in a Bowl is based in NYC, but was founded in Detroit. The new website displays newspaper articles from the Detroit Free Press, archived from over 20 years ago. These articles feature the late Phyllis Sancho, a legendary Liberian restauranteur and aunt of the founder.
Mrs. Sancho helped introduce West African cuisine to the Motor City. We were excited to unearth the newspaper clippings below. They add a sense of timelessness and authenticity to Culture’s website and brand, and remind visitors of Culture in a Bowl’s Detroit roots.
Results
Rebranding has had a significant impact on Culture in a Bowl as a business. Since rebranding in Q4 2023, Culture has grown in the following ways:
- Physical Location: In Q1 2024, immediately after rebranding, Culture in a Bowl was able to secure a restaurant partnership, which provided a physical location in Manhattan, NYC
- DoorDash, UberEats Partnership: In Q1 2024, Culture in a Bowl became a qualified DoorDash and UberEats partner
- Revenue Increase: Culture in a Bowl’s annual revenue has increased by over 100%
