How Can a Logo Empower Young People Through Food Education?

Details

Client: Auntie's Cookery Academy

Website: https://www.auntiescookeryacademy.org/

Social Media: https://www.instagram.com/auntiescookeryacademy/

Challenge

Auntie’s Cookery Academy (ACA) was a new social enterprise founded by Emily-Jane (“Auntie Em”) to help care-experienced and vulnerable young people aged 16–24 transition into adulthood. As an offshoot of Auntie Em’s Kitchen, the academy needed a visual identity that would maintain continuity with the original brand while standing on its own as an education- and community-focused initiative.

The challenge was to create a logo that balanced approachability and professionalism, something warm and youthful for students but credible enough to engage funders, educators, and community partners. The visual identity had to capture both the joy of cooking and the empowerment of personal growth.

Approach

Great Business Services collaborated closely with the founder to understand the mission, audience, and desired emotional tone of the brand. We began by reviewing the existing Auntie Em’s Kitchen identity and explored how its friendly, energetic feel could evolve into something more future-focused.

We focused on a design direction built around empowerment, warmth, and transformation, drawing inspiration from the communal spirit of cooking and the journey of growth that the academy represents.

Key steps included:

→ Analysing the existing AEK colour palette and identifying ways to retain familiarity while introducing a fresh identity.

→ Exploring typography that balanced personality with legibility and adaptability.

→ Developing multiple logo variations that could work across digital, print, apparel, and signage.

→ Presenting concepts that visually communicated energy, inclusivity, and forward movement.

Solution

The final logo for Auntie’s Cookery Academy featured Bright Yellow as the dominant colour, symbolising energy, optimism, and new beginnings, paired with Teal to convey trust and growth.

The typography incorporated the house font to maintain brand continuity with Auntie Em’s Kitchen, ensuring both logos felt part of the same family. The design achieved a balance between handcrafted warmth and professional polish.

Deliverables included:

→ A primary logo (with and without tagline)

→ A simplified icon/monogram (ACA) for social and profile use

→ Colour and monochrome variations for flexible application

→ Guidelines for use across digital, print, apparel, and signage

Results

The new logo successfully launched Auntie’s Cookery Academy with a strong, recognisable identity that resonated with young learners and stakeholders alike. The design gave the organisation a credible, professional presence while preserving the authenticity and heart of the original brand.

The cohesive look strengthened community engagement and positioned ACA as an inspiring and trusted voice in youth empowerment through food education.

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