Culture in a Bowl
Brand Redesign
Culture in a Bowl is an NYC-based catering company, specializing in West African cuisine and spices with a Liberian flair. The company was founded in 2018, in Detroit, MI.
In Q3 2023, we set out to completely redesign Culture in a Bowl’s brand image. Design a brand that conveys richness in quality, cultural awareness, and authenticity.
Rebranding Plan
Logo Redesign
Design a simple, memorable, and timeless Culture in a Bowl logo that reflects its cultural roots
Content Development
Capture high-quality food, product, and event photos to attract online customers
Website Redesign
Design a modern, engaging, aesthetically pleasing website that converts customers and tells a story
Logo Redesign
Culture in a Bowl’s new logo is designed to remind visitors of home. First, we replaced the serif typeface with a bold, rounded one to convey unity, comfort, and harmony. Next, we redesigned the African calabash and styled it in multiple colorways based on various West African flags. These new colorways celebrate Africa’s diversity and promote cultural awareness.
The three examples below are the Standard, Ghana, and Liberia colorways, respectively.
Original
Ghanaian Colorway
Liberian Colorway
Photography
Culture in a Bowl needed imagery that reflected the same care and craftsmanship behind its products. We created a library of lifestyle, behind-the-scenes, and product photography that highlighted the preparation process, the people behind the brand, and the finished products.
By combining documentary-style storytelling with clean commercial product photography, we helped the brand communicate authenticity, elevate perceived quality, and create versatile visual assets for its website, social media, and marketing materials.
Research & Brand Storytelling
Culture in a Bowl is based in New York City but traces its roots to Detroit. During our research, we uncovered Detroit Free Press articles spanning more than two decades featuring the late Phyllis Sancho—a pioneering Liberian restaurateur and aunt of the company's founder.
Rather than treating these archives as historical artifacts, we integrated them into the website experience to reinforce the brand's heritage. The result is a richer narrative that connects visitors to Culture in a Bowl's origins while strengthening authenticity and trust.
Website Redesign
The website was redesigned to transform Culture in a Bowl's digital presence from a basic restaurant site into a cohesive brand experience. By combining custom photography, historical storytelling, intuitive navigation, and a refined visual identity, we created a website that communicates authenticity, builds trust, and better reflects the company's mission and heritage.
Previous version of website
Rebranded website
Results
The redesign delivered measurable business outcomes, helping position Culture in a Bowl for its next stage of growth.
100%+ Annual Revenue Growth
Annual revenue more than doubled following the rebrand and website redesign.
Annual revenue more than doubled following the rebrand and website redesign.
Manhattan Restaurant Partnership
In Q1 2024, Culture in a Bowl secured a restaurant partnership, establishing its first physical location in Manhattan.
In Q1 2024, Culture in a Bowl secured a restaurant partnership, establishing its first physical location in Manhattan.
DoorDash & Uber Eats Expansion
The business became an approved partner on both DoorDash and Uber Eats, expanding its reach and accessibility.
The business became an approved partner on both DoorDash and Uber Eats, expanding its reach and accessibility.