My Newtown Kitchen

An urban temple devoted to the ritual of food

My Newtown Kitchen

An urban temple devoted to the ritual of food

Project info

client Background

Rachel Jelley, the founder of My Newtown Kitchen (now known as Hearth & Soul), offers holistic cooking classes, workshops, and pop-up dinner events in Newtown, Sydney.

Credits & Collaborations
CLIENT:

My Newtown Kitchen

Industry or location:

Holistic cooking classes and events

Project scope:

Brand design, identity design, web design, illustration

An urban temple devoted to the delicious beauty of nature, worshipping each and every ingredient.

Objective & goals

Rachel came to me for a complete rebrand for her business and needed something memorable that positioned her uniquely in the food industry. The visual brand identity needed to feel contemporary, urban and relevant for its city-dwelling diners but also bring something new to the table, helping to shift people's perception about the sacred ritual of cooking, food and sharing a meal.

The main challenge was to create something luscious, captivating and vibrant. It needed to convey the feeling of life in full flourish - abundant and plentiful.

The Design

My Newtown Kitchen text logo
My Newtown Kitchen text logo illustration
My Newtown Kitchen logo
My Newtown Kitchen business card
My Newtown Kitchen social media template
My Newtown Kitchen social media template

Strategy & results

We decided to recreate the feeling of walking through the lush garden of Eden, adorned with ripening fruit, the sweet nectar of passion flowers and low-hanging, green canopies and vines. We drew the illustrations by hand so they could be used in various ways as icons, dividers or elements to tell a story and draw the eye.

This was juxtaposed against contemporary, spacious layouts and a strong, metropolitan-inspired typeface to give the visual brand a sense of grounding.

My Newtown Kitchen illustration wisteria
My Newtown Kitchen illustration fig
My Newtown Kitchen illustration pomegranate
My Newtown Kitchen illustration passionfruit flower
My Newtown Kitchen illustration bee
My Newtown Kitchen illustration flower
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My Newtown Kitchen brand style guide
My Newtown Kitchen menu

Kind Words

The process she used to distil the essence of my brand was one of the most valuable things I’ve ever done for my business.

My Newtown Kitchen business cards

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Kind Words

Our brand is front and centre in every status update, report, proposal, or thought leadership we publish - and it will going forward.

David Stocks | Germane Advisory

The process she used to distil the essence of my brand was one of the most valuable things I’ve ever done for my business.

Rachel Jelley | Hearth & Soul

Jo created was a necessary and beautiful platform for my work to expand and grow that was worth every cent.

Emmie Rae | Yoga Teacher

Calm, receptive and serene, Jo works in a seemingly effortless way, producing amazing results elegantly and efficiently.

Brieann Boal | Wabi-Sabi Well

Thanks to Jo's work, we have a brand that's aligned to how we see ourselves, and how we want the world to see us.

David Stocks | Germane Advisory

Jo was an absolute dream to work with!

Connie Chapman | Life Coach

The customer feedback has been overwhelmingly positive, and the whole collection now fits seamlessly into the 'Buds universe'.

Hannah Jones | Hanami & Buds

Jo’s intuitive creativity is nothing I've experienced before.

Jordanna Levin | Author

We loved working with Jo, and her blend of creative vision and strategic thinking is amazing.

Nancy Twine & Alex Nguyen | Makes Mindset

Jo captures the heart of a brand with designs that feel intentional, joyful, and impossibly spot-on.

Hannah Jones | Hanami & Buds

I had tears of joy as I opened the final version of the designs.

Lisa Formosa | Innately Me

What Jo offers is more than branding, she takes you on a beautiful soulful journey.

Corona Brady | Life Coach

Jo is a creative superstar. Work with Jo; I promise you won’t regret it.

Jo Lippold | Life Coach

Jo taps into exactly what I need at the time even if I don’t know it myself.

Tegan Skinner | Life Coach

Working with Jo as my designer has been a dream.

Carly Jennings | Author

Branding with Jo was an exploration of who I am, who I serve, how I serve them, and why. 

Melanie Eisner | Therapist

From receiving the brief and understanding the bigger picture of our brand, all the way through to delivery, her work has been exceptional. We look forward to working with Jo on our next project.

Seong-Lee & Rodney Chieng | Buddee

Sales lifted immediately, stockists commented on how fresh and fun the range looks, and the whole line now feels cohesive and professional in a way I’d been dreaming about.

Hannah Jones | Hanami & Buds

If you're looking for a powerful brand with a unique design language, hire Jo and watch your vision come to life.

Tahlee Rouillon | Restful App

Jo will empower you to create something together that is far better than you could ever imagine.

LJ & Anna | The Love Compass

The authentic way Jo made my vision come to life is a testament to her artistry and expertise.

Trib Huvan | Artist

Each design decision added so much more depth and texture to the overall meaning behind the work.

Ezzie Spencer | Money Coach

We introduced our first paid offerings, which marked a major milestone for the platform.

Nancy Twine & Alex Nguyen | Makes Mindset

Jo has a magical ability to get to the core essence, the heart and soul of your business and bring that forth into a visual expression.

Tracey McLean | Naturopath & Herbalist

Jo is no ordinary designer.

Stephanie Hinton | Naturopath

Jo’s organization made the entire process seamless.

Nancy Twine & Alex Nguyen | Makes Mindset

Jo connected with the energetic signature of my work, purpose and the essence of my brand in a genuinely intimate way.

Sarah Jane Hyde | Intuitive

Jo is an incredibly attentive and organized strategist and designer... qualities that are rare to find together in the creative space.

Nancy Twine & Alex Nguyen | Makes Mindset

If there were more than FIVE STARS I would happily give them to Jo! Working with Jo ChunYan was a gift and a pleasure. Her work is precise, intuitive, savvy and beautiful. The creative journey I experienced with Jo was filled with discovery, pride and joy.

Rachel Carroll | Genki Pet

Every time I get her to do design work for my business, its always spot on, within ONE draft!

Sara Brooke | Reiki Teacher

LET'S WORK TOGETHER

Design that makes your brand and mission impossible to ignore

Let's work together
Jo ChunYan acknowledges the Bunurong Boon Wurrung and Wurundjeri Woi Wurrung peoples of the Eastern Kulin Nation and pays respect to their Elders past, present and emerging. Sovereignty was never ceded. Always was, always will be, Aboriginal Land.