Client: Soul Shack
Chef Tim Longden was eager to bring what he had learnt from authentic Jamaican cuisine over to the UK and introduce West Yorkshire to proper moreish yard food.
For this project the client wanted the brand identity to embrace and celebrate Jamaican culture, paying homage to fresh island ingredients, traditional cooking methods, and cultural design touch points. To understand the core values we spent time with the client learning about these individual elements.
Primary source artefacts from his trips provided us with great starting point for the project. Influenced by Jamaican beach party posters and New York Dancehall happenings, we built an authentic visual language which could be used on custom posters for special dishes, pop up events and merchandise.
For Soul Shack we used reclaimed driftwood, oil drums and used zinc roofing as a large part of the brand identity. These experiential factors—burning pimento wood under a hot zinc roof, fresh herbs in tin cans—reinforced the realities of the island-style social eating culture that Longden enjoyed cooking for.
His passion for healthy and spicy food connects the brand to the customer. Trying and sharing new dishes are encouraged—and with regular menu changes the customer is never bored, every return visit turning into another unique experience.
Soul Shack asked us to create and roll out a full social media pack including IG story posts, event invites, as well as custom posters, menu boards and exterior signage. Video has allowed us to capture the full visual experience of Longden’s intricate culinary skills and share it with his growing network. Our confident filmmaking aesthetic and intricate use of storytelling lets us weave the personal with the professional, the magical with the awe-inspiring.
Your audience, your story—here’s how we can help.
With our considered blend of design, animation, video and photography, we can create engaging assets that hold the core values of your brand at the heart of any campaign, documenting the journey of your business, sharing it throughout your networks
“The stories you tell about the work you do have a huge effect on how people feel, and what they understand about your work effects how they value it.”