Branding a recipe-sharing platform that inspires amateur chefs and sparks everyday joy

In order to uncover a new brand strategy, the team was asked to build upon Kurashiru's mission of "Delivering happiness three times a day to 8 billion people". We also felt great potential in tapping into the diversity of tastes, ingredients, and creative expressions in cooking.

Therefore, we identified three core values for Kurashiru to act upon to inspire their users: Actionable (easy to make and approachable), Understanding (we understand users’ needs), and Moving (we move people’s hearts).

While our goal is to communicate the simplicity and ease of cooking to appeal to amateur chefs, we also wanted to express the richness and depth that can come from small touches, such as changing a single ingredient to bring about a complete different taste experience.

Our new logo expresses just this idea, that a simple remix of ingredients can open up new possibilities. The greater brand expression also brings this to life through a suite of modular patterns, which applies seamlessly to various applications, lifestyles, and tastes.