Now You’re Cooking Branding & Design
Murphy Empire partnered with Now You’re Cooking, a retail store and cooking instruction center in Bath, Maine, to revitalize their brand identity and unify their visual presence across print, packaging, and digital platforms. The goal was to honor the store’s deep local roots while modernizing its aesthetic — creating a brand that feels welcoming, confident, and full of culinary inspiration.
An original brand system for a contemporary kitchen and tabletop goods company.
Custom Brand Identity & Creative Direction
Our branding and creative direction focused on capturing the energy and warmth of the kitchen — a place of gathering, craft, and creativity. We built a visual identity system that reflects the brand’s genuine connection to food and community, combining timeless design with a fresh, contemporary edge, replete with hand-made illustrations and icons.
Logo Design & Visual Language
The hand-made logo design reimagines and reflects the brand’s personality through refined and rustic typography and simple, iconic hand-made forms. Supporting colors and custom patterns evoke nostalgia, and natural materials such as ceramic, linen, and wood establish a cohesive visual language that feels tactile, modern, and rooted in Maine’s local culture.
Packaging & Application
We extended the brand identity into web graphics, signage, and print materials that bring consistency across every touchpoint. Each design detail — from web header layout to color palette — was created to enhance recognition, express craft, and reflect the approachable sophistication of the Now You’re Cooking experience.
Deliverables
Brand Strategy & Visual Identity System
Handmade Logo & Mark Suite
Typographic System & Color Palette
Website Styling & Messaging Tone
Social Media & Print Branding Assets
Retail signage, Packaging & Wrapping Paper Patterns
Corporate Stationery & Lookbook Assets