Golden Key Prints

✨ART CLUB ART SHOW✨

*TODAY IS THE DAY!* Tonight, Thursday, July 30th from 7-9PM at Le Quartier du Poulpe join us for ART CLUB ART SHOW, a celebration of the one year anniversary of The Adult Art Club operating in France! 🇫🇷

Come see work from over a dozen participants, including Mo (Mohamed Tawfik ), Kay (Kay Boissy ), Kota (Kota Lappen ) and our host Scott (Scott Holford ). 🔻🙀🏙️💺

For more info and to register, check out the link in our profile! 🔗

See you tonight! ✨

The food is only part of what Rachel ( ) does. The other part is showing up, literally. Pop-ups, conventions, markets, dropping meals off at someone’s door. Her brand needed to be able to travel with her and still feel consistent wherever it landed.

So beyond the logo and icons, we put together a set of materials she could actually use in the real world. A business card, a flyer built for pop-ups and conventions, and a short branding guide she can reference when putting together her own graphics and posts going forward.

That last piece matters more than people realize. Handing someone a logo without any context for how to use it is like giving someone a great recipe with no instructions. The guide keeps the decisions we made together intact, even when I’m not in the room. Or in this case, not on the same continent.

Rachel has been building this quietly for a while now. It was important to me that everything we made felt like it could grow with her, not just represent where she is right now.

If you or someone you know is looking to get a logo, marketing materials, or visual identity created by a real human that understands how important they are to a small business, let’s chat! 🤝
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What you’re seeing here is the kitchen before the plates go out.
Every dish goes through variations before becoming a recipe. The sauce that needed more time. Choosing a better fitting herb. Part of the process is trying things out. For me, designing works much in the same way.
The icons from the last post didn’t arrive fully formed. They went through rounds of being too literal, too loose, too stiff. Rachel’s ( )food has a warmth and a handmade quality that I kept trying to nail down on paper.
One of the first things my wife and I did when we got to France was visit the Matisse museum in Nice. I took a lot of photos that day, not really knowing what for. The way he could take something as simple as a leaf or a figure and make it feel both relaxed and completely intentional stuck with me. That balance ended up being a big reference point for the icons.
The logo had its own rounds too. Early versions that were close but not quite right. Type that needed adjusting the way a plate needs seasoning, pulling back here, adding weight there, until it felt like it belonged to her.
It’s also easy for designs to get too abstract if you stop looking at real things. Pulling from reference helped throughout this project- a baguette from a boulangerie, the ingredients in Rachel’s own food, things you’d find in an actual kitchen.
In the next and final post, I’ll share how this identity was applied to items for use IRL!
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A great dish isn’t one ingredient, it’s the culmination of a series of choices. The acid that lifts the richness, the texture that keeeps you wanting more, the herb that subtly ties everything together without announcing itself. Pull any one element and the whole thing loses its balance, but, layer them successfully and you have something unmistakable.
Building Rachel’s ( ) visual identity was a lot like cooking a meal. We wanted the logo to be handmade, but not childlike. Something familiar, but not open-ended. The kind of mark that looks like it was always hers.
So over several months (and timezones) we worked together to build it out properly: a color palette pulled from the natural tones of a real kitchen, type that is bold and recognizable while maintaining a softness, and a set of icons that give the brand room to breathe and play!
I’ll be sharing more about this project in the coming days. I’m honored to have been a part of it, and excited to see it slowly rolled out into the real world!
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BTS: April Fool’s 2025.

I made this 5 years ago.

It was based on lyrics from on the song, “Ju$t”. Conveniently, that song is no longer available to use on Instagram, but I do suggest you seek it out and give the whole album its from another spin (RTJ4). It was released in June 2020, and was all I listened to for approximately 2 years because nearly everything said in it was so poignant and on the nose, that everything else felt like a lie in comparison.

Here we are 5 years later and the sentiment holds truer than ever.
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