Kate Lee

Graphic Designer




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Food52

Brand Strategy
Visual Identity 
Experience Design
This rebrand for Food52 centers on repositioning the brand around the cooking experience rather than simply recipes or products. The concept is built around the process of cooking itself, capturing the movement and moments that happen in the kitchen. Through a cohesive visual system inspired by actions such as mixing, pouring, chopping, and gathering, the identity emphasizes that cooking is an experience meant to be shared. The goal of the rebrand is to unify Food52's recipes, products, and community into a visual identity that feels warm, approachable, and celebrates cooking as a meaningful everyday ritual.


Poster


This poster series for Food52 celebrates the experience of cooking through moments of movement and connection in the kitchen. Each poster focuses on a different cooking action, transforming everyday gestures into bold visual compositions. The imagery and typography work together to capture the energy, creativity, and joy of preparing food. Together, the series reinforces Food52's identity as a brand that brings people together through cooking and the rituals that surround it.


Website



This website redesign brings the Food52 rebrand into a digital experience that is intuitive, welcoming, and easy to navigate. The design combines clean layouts, bold typography, and engaging imagery to highlight recipes, products, and editorial content within one cohesive system. The goal is to create an experience that inspires users to cook, explore, and connect with the Food52 community.




App



This mobile app extends the Food52 rebrand through a personalized cooking diary that helps users plan and reflect on their time in the kitchen. Built around a calendar based system, the app allows users to schedule future recipes, log the meals they have cooked, and create a visual record of their cooking journey. By combining planning with reflection, the app encourages users to build lasting cooking habits while strengthening their connection to Food52's recipes and community.



Print

This recipe book extends the Food52 rebrand by turning recipes into a thoughtful and engaging print experience. Designed with clarity and warmth in mind, the book combines clean typography, inviting imagery, and a structured layout that makes cooking feel approachable and enjoyable. The publication reflects Food52's belief that recipes are more than instructions; they are an opportunity to slow down, create, and share meaningful moments through food.

Digital 

This social media campaign extends the Food52 rebrand through a cohesive Instagram presence that celebrates everyday cooking and community. The content combines recipes, cooking tips, product highlights, and engaging visuals within a consistent design system. By focusing on authentic moments in the kitchen, the campaign strengthens Food52's identity and inspires audiences to cook, share, and connect through food.



Campaign 

This campaign promotes a series of hands-on culinary workshops, inviting people to explore the craft behind bread, pasta, and sauce making. Each poster highlights a unique experience while presenting the workshops as part of a unified program, encouraging curiosity, participation, and a deeper appreciation for the process of cooking.


Packaging

This packaging system extends the Food52 rebrand into a tactile experience that reflects the warmth and creativity of cooking. Built around a clean and cohesive visual language, the packaging uses bold typography, simple graphics, and thoughtful details to create a strong shelf presence while remaining approachable. The design reinforces Food52's identity by making every product feel like a natural part of the cooking experience.

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