SC's Kitchen - Identity & Pattern Design

We teamed up with an incredible Indigenous celebrity chef, Shane Chartrand, to bring his bold, soulful food philosophy to life through playful, story-rich visuals. Think: hand-drawn illustrations, palettes, and custom patterns inspired by traditional ingredients, harvesting tools, and the chef’s deep roots in Indigenous foodways — all with a fresh, expressive twist.

We partnered with SC Damn Good Food — a bold new culinary concept from an Indigenous celebrity chef — to build a brand that’s as unapologetic and flavor-packed as the food itself. From the very beginning, this project was all about attitude: playful, cheeky, and totally one-of-a-kind.

Our work began with naming and brand strategy, setting the tone for a visual identity that leans into fun with heart. We developed a custom logomark full of character, a bold and expressive type system, and a visual language packed with vibrant illustration, layered textures, and irreverent wit.

Patterns and signage were designed to create a loud, cohesive experience across physical and digital touchpoints — think bold graphics, cartoonish food icons, and tongue-in-cheek storytelling woven throughout the space. Every detail is rooted in the chef’s deep connection to Indigenous foodways, balanced with a modern, punchy aesthetic that makes the brand impossible to ignore.

The result? A visual identity that’s damn good — and damn fun.