Brand Approach
Creatures of Habit is marketed towards young people looking for a fresh take on familiar favorites while fostering a playful and educational community culture. By regularly rotating key ingredients, Creatures of Habit can teach multiple dishes for the same main ingredient at a wide range of times to fit the tight schedules of the modern adult.
The visual language of Creatures of Habit aims to invoke a novel take on simple classics straight out of the home kitchen. The split-complimentary color scheme emulates the crispness of fresh ingredients while maintaining a youthful appeal by presenting a bright and airy nature. To reinforce the brand’s friendly disposition, the use of playful character Illustrations aims to make light of the chaos that can ensue when learning how to cook.
Recipe Cards
Having take-home recipe cards is a must for any cooking class. When designing these cards, functionality and visual appeal were the top priorities. Each card features a custom illustration that mimics the overall tone of the brand as well as creates a distinct look that helps differentiate each recipe. Single-color printing on colored paper reinforces this idea in addition to making mass printing much more easily accessible.
The brand takes an illustration-forward approach, emphasizing the importance of maintaining a non-threatening and familiar feeling. The vision grew from the original concept of a type-heavy nostalgic idea reminiscent of 80s and 90s grocery store aesthetics. From that, the design approach evolved to fit the more contemporary target audience while still aiming to present a homespun identity.