For the women’s designs, I very quickly settled on the brand name ‘Lucy’s Kitchen’. Adding a name gave it a personal, hand-crafted feel and the word ‘kitchen’ alluded to the idea that the food was fresh and homemade, something that research suggests women find appealing. I played around with a few different script-style typefaces and quite liked the feel they created - again, that things had been created personally by hand. A typeface called Serenity fit the theme really nicely and looked dainty and elegant whilst remaining legible.
Experimenting with format and layout, whilst playing around with different potential typefaces.
Trying out different effects for the typeface Chasing Embers - I loved the rustic feel of the gradient.
I was also quite keen to include illustrations on the women's sleeve now that I had decided to have some on the men's. The women's illustrations, however, needed to be cleaner and more refined than the men's to reflect the gender stereotype.
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