Commercial & Client · 2024
Kitchen to Table NWA
Creative Director — Xoshel Media, for Kitchen to Table NWA
The ask
The Pasta Dream had outgrown its own name. The owner wanted to sell more than pasta, which meant the brand had to stop being about pasta — a new identity, and a site that could carry menus, wholesale, and online ordering instead of three brochure pages.
The call
The name had to carry what they actually do: meals thought through and cooked in their own kitchen, now a commercial one, and sent to yours. Kitchen to Table says that trip in three words. "Dinner in Minutes" sits under it to answer the only question a busy household asks. The mark is deliberately modern with a domed platter at its centre — the meals go on the table in minutes, and the logo is there to make sure nobody reads fast as cheap.
The build
- Brand direction
- Naming
- Logo design
- Website design & build
- Menus & wholesale pages
- Online ordering setup
- Dish photography
- SEO keyword research
Delivered
The result
Orders more than doubled after the relaunch. The owner has since hired another employee to keep up with them.
A rebrand, not a refresh. The Pasta Dream became Kitchen to Table — new name, new logo, and a site built to sell a full menu rather than one dish.
Every dish on the site was shot in their commercial kitchen as the chef plated it, rather than styled after the fact. Sarai ran the social campaign that followed the relaunch.