In the summer of 2016, I met Matt and Tammy, a couple with great ambitions, formidable ideas, and a shared passion for food and food service. I was tasked with helping them create the design building blocks for their catering concept, which focused on native-style cooking and ingredient foraging.
About the Client
Matt is a Native American, raised in a family descended from the Navajo. Tammy is a decedent of the Irish Celts, whose powerful heritage and traditions are aligned strongly with Matt’s Navajo background.
Together, they sought to create an entirely new way of crafting and serving cuisine. One which reflects their shared sense of traditional tribal values, and the power that the experience of preparing and sharing cuisine has to unite people, families and communities.
The name “Aboriginal Kitchen” was chosen to challenge the modern concept of a kitchen itself. Catering companies by nature are nomdic, as were the kitchen spaces of tribal peoples. This is why this unusual name was ultimately selected for the new brand.
The visual concept for the brand grew effortlessly from Matt & Tammy’s vision. The colors and shapes of the logo were chosen to reflect Chef Matt’s ancestry in the american southwest. The mirrored shape and symmetrical nature of the logo enforce the reciprocal and harmonious nature balance between high quality food, and warm and community focused food service which are the heart of Matt and Tammy’s vision.
The final mark lent itself beautifully to manifesting itself in many forms. From animations to wood and paint, the logo was brought to life in a large variety of mediums.
The Sad Conclusion
Despite a beautiful vision and a solid suite of supporting brand collateral, Matt & Tammy went their separate ways quickly after their business was born.
I was, however, still able to showcase the elements I had designed for them at a gallery show at the Art Institute of Colorado. It was here that I showed the 4′ x 3′ handmade wooden sign I had created for Aboriginal Kitchen to use at their events.
The vision of the Aboriginal Kitchen lives on in this piece, and I hope some day that it will be resurrected and renewed by the vision of another chef or maker.