What's Cooking
L'Atelier
2020-2021
When KraftHeinz decided it was time to modernize its What’s Cooking recipe platform, they tasked our creative team with a complete rebrand, new web experience, and social refresh.
Brand Guidelines
We created a comprehensive new brand guideline featuring a new logo, colour scheme, design language, and best practices for both design-based and lifestyle content.
New Logo
Brand Guideline Sample
Instagram Refresh
I acted as the lead creative in concepting the initial grid of posts for the brand relaunch. This included coming up with shareable social-first video content series’ such as interactive Recipe Carousels, Kitchen Vocab, and Tips & Tricks.
In addition, we worked with food influencers across North America to curate a feed with appetizing and modern food photography. The end result was a full content ecosystem that allowed the refreshed brand to hit the ground running on social media.
Instagram Feed Mockup
Recipe Carousel Mockup
Social Relaunch Post
Influencer Recruitment Post
Kitchen Vocab Post
Tips & Tricks Post
Engagement Post
Website Relaunch
I worked in tandem with a dedicated UX/UI team to implement the new brand look into a mobile-first web experience to act as a streamlined platform for recipes, blogs, and other food based multimedia content.
Mobile Website Sample
