Viking Culinary
Brand Identity | Fall 2023
Objective + Concept
A fictional rebrand for Viking Culinary, a culinary brand focused on creating commercial grade cookware for the home chef. The goal of this rebrand was to refresh their identity and bring them more in line with current trendy culinary competitors such as Made In or Food52.
Process
This process began with the creation of a design brief, research into competitors, and the target audience. From there, 20+ sketches were created and then narrowed down to 3 potential selects. Research into color palettes and typography was conducted before settling on the final brand identity. The final deliverable was the stylescape shown above which highlights the brand elements as well as implementation.
Significance
This project primarily focused on reinvigorating an existing brand to better fit the current style of culinary brands. Due to reduced consumer confidence in many average cookware brands, Viking Culinary is well positioned to make a comeback with home chefs. A sleek and updated brand design may help with their home line of knifeware and cookware and could also translate to the appliances that they are well known for.