YEG
Cooking Classes

Don't Let Life Pasta You By

Problem

One of Edmonton’s longest running restaurant groups wanted to increase their presence in the cooking class market space and they decided that breaking out the class services into their own brand was the way to do it—and we were all for it! Having worked with ANVL on an ongoing basis for almost 10 years, and with a name already in mind, they asked for the logo and brand system, as well as, a website that would serve as their main marketing and booking hub. All the pieces were set and we got to work.

Solution

Through many discussions and brainstorms a few things were hit upon. First, the name YEG Cooking Classes provided enough context as to what they were offering but it needed to connect to the larger brand equity of Sorrentino’s Restaurant Group. Second, while descriptive, it didn’t conjure any feelings around what was deemed essential to the brand—the love of cooking. We determined that the brand system, visuals and language, needed to evoke those emotions in the customer in order to get them to create an attachment and affinity for the brand. Finally, the new brand had to target a younger demographic as they were the ones looking for more experiential activities and would serve as the dream customer for these cooking classes.

Impact

The result is a dynamic and flexible brand that is bright and energetic in its appearance, yet versatile and loaded with context in its application. The series of unique tiles representing different aspects and ingredients of cooking, can be swapped out, rearranged, or adjusted to different colour palettes to suit whatever application or medium is being used. The website integrates these tiles in a novel and interactive way that delights site visitors, while also doing the heavy lifting of class scheduling, e-commerce, and online payment integration. All this helps to reflect the experience the customer has when attending a class feeling the excitement and passion of the chef instructors while they learn and create along side them.

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