Visual Language LLC

Writing and Design by Ellen M Shapiro

It’s All About the New Foods You Get to Enjoy

A dietitian and culinary educator, Jenna’s clients are often people who need to make medically-prescribed dietary changes. With her guidance, they’ll be following doctor’s orders while cooking and enjoying delicious food. Her previous logo was a photo of three colorful bell peppers. Taking off from that equity, we polished up the peppers and made them one element in a totally refreshed company identity that, like a healthy diet, has lots of tasty options.

We commissioned Artist Marci Cuff to draw, in her distinctive cross-hatching style, a set of kitchen tools and vegetables that can be mixed and matched between the bell-pepper-hued words in the company name.

Depending on the medium or situation — a private class in Jenna’s professional kitchen, a group counseling session, a series of lectures in a corporate setting — the three words themselves can evoke freshness and health.

We decided early on that the whisk was the drawing to use when the medium calls for one symbol. The whisk can be horizontal or vertical, face to the left or right.

Jenna commissioned this photo for the website, and the peppers play a starring role there, too.
The website design has space for lots of informational content, yet the feeling is warm, personal, and professional.
Could I incorporate the French striped fabric from Jenna’s apron into the design program? Sure, it’s a perfect pattern for the inside covers of the pocket folder.
The brand is tied together in a guide that’s written for a busy solo entrepreneur, complete with files for stationery, memo pad, stickers, and favicon.