LC
Design
Luciella Cho
Culinary Cruise Branding
Duration
2 Month
Research
Indesign
Photoshop
Ilustrator
Adobe XD
Adobe Dimension
Programs
About
The "Culinary Cruise" is a monthly subscription box designed for individuals like people who have a penchant for trying foods from different cultures and have a desire for global awareness. Each box delivers a curated culinary experience from a specific region or country, allowing people to indulge in their love for diverse foods while learning about the world.
Branding
Researching
Panning
Marketing
UI/UX Design
Editting
Book making
Book design
Skills
Mission
To curate an immersive global culinary experience, Culinary Cruise aims to transcend mere meals, offering authentic recipes, responsibly sourced ingredients, and cultural insights. Our mission is to foster understanding, celebrate diversity, and support global causes while providing an accessible, educational, and flavorful journey through food.
Culinary Cruise envisions becoming the premier destination for culinary adventurers
seeking an authentic and enlightening experience. We aspire to be a catalyst for cross-cultural connections, contributing to global causes and promoting understanding through the exploration of diverse cuisines. Our vision is to create a community passionate about savoring the world’s flavors, one dish at a time, while actively making a positive impact on a global scale.
Vision
Authenticity: Every ingredient, recipe, and story is genuinely sourced, ensuring subscribers experience true cultural flavors.
Education: Beyond just cuisine, we endeavor to provide insight into the traditions, history, and significance of every dish.
Sustainability: Commitment to eco-friendly practices, from sourcing ingredients to packaging.
Giving Back: Actively supporting global communities and championing human rights through
partnerships with NGOs.
Affordability & Accessibility: Ensuring that the joy of global cuisine is within reach for all, especially the youth and students.
Value
Culinary Cruise communicates with an inclusive, educational, and warm voice. Every piece of communication, whether it’s a recipe card or a promotional email, is designed to evoke a sense of discovery and connection. The tone is friendly and approachable, inviting customers to explore and learn about different cultures through the lens of food. The brand voice aims to make the culinary journey seamless, enlightening, and, above all, delicious.
Voice
Logo
The logo for Culinary Cruise is a sophisticated and symbolic representation of the company's ethos. It features a stylized ship with a prominent anchor, signifying stability and depth, which doubles ingeniously as a dining fork, directly tying in the culinary aspect. The waves beneath the vessel suggest a journey—apt for a company that promises a global culinary adventure.
In both versions, the choice of color is purposeful: the navy blue represents the deep sea and reliability, conveying a sense of trust and expertise in bringing diverse culinary experiences to the customer. The gold variant adds a luxurious touch, suggesting a premium, high-quality adventure that awaits the customer. This color also conveys warmth and a bright invitation to embark on this flavorful and educational journey.
The font choice for "Culinary Cruise" is elegant and clean, ensuring readability while also emphasizing sophistication. It complements the logo's graphic elements by balancing tradition with a contemporary feel, mirroring the company's commitment to classic flavors presented through modern storytelling.
Business Card
Package Design
The “Culinary Cruise” packaging is a testament to eco-friendly elegance, crafted from high-quality recycled materials that align with the brand’s commitment to sustainability. Its deep blue hue reflects the brand’s earthy yet vibrant aesthetic, with the distinctive logo—a stylized anchor merged with culinary utensils—prominently featured to signify a journey through global cuisines. The minimalist design underscores the brand’s values of education and authenticity, while the sturdy, functional construction with convenient handles ensures a seamless customer experience. Each element, from the choice of color to the informative snippets about the brand’s sustainable practices, is meticulously chosen to create an immersive, educational, and delightful unboxing experience, inviting customers to savor the world, one dish at a time, with a clear conscience.
Mobile App
