Yummy Kitchen
Client: Yummy Kitchen
Services: Identity, Graphics, Packaging
Credits:
Photography: Brooke Comegys
2017 - PRESENT
Yummy Kitchen is a Hudson Valley based restaurant & food truck inspired by travels to China, Japan, Hong Kong, Taiwan, Thailand, Vietnam, Laos, Cambodia, Myanmar, and Bangladesh. Chefs Eliah Gardner & Olivia Rugen developed a passion for eastern ingredients, cooking methods, and street food culture, and wanted to bring this back to their community by replicating authentic dishes from their journeys. I developed the brand identity, merchandise and packaging for Yummy Kitchen.
Designing an Icon
The concept for the identity was to create something iconic, but minimal. A beacon for hungry travelers. The logo mark creates a monogram from the brand’s initials (Y+K) while making a subtle play off of the yen/yuan (¥) symbol. Using primarily a black & white color palette, and simple, modern typography allows the color, vibrancy, and energy of the food, flavors, and people to fill the space. As the business has grown, location modifiers have been added to the brand system, as well as one for the company's packaged sauce offerings. I also developed some bespoke type from the staff's handwritten menu boards and signage. Most uniquely, Yummy Kitchen uses a variety of edible flowers to garnish the dishes, so floral
motifs were incorporated into the brand identity with various illustrations to reflect this.
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PETER MURPHY is a multi-disciplinary designer based in New York City, working harmoniously between physical & digital spaces.
Areas of expertise include brand & visual identity, packaging design, graphic design, & digital design.
Other areas of exploration include: photography, illustration, web design, motion graphics, and product design.