Brand Design
Product Design
potluck
A recipe-sharing platform inspired by the joy of gathering around food.
OVERVIEW
Potluck is a recipe-sharing platform inspired by the joy of gathering around food. Through storytelling with vibrant food photography, the experience encourages discovery, connection, and celebration through cooking.
Role: Digital Design Lead
The Challenge
The goal was to create a platform where users don't simply search for recipes, they discover dishes, cultures, and moments worth gathering around.
The Approach
Rather than designing another utility-first recipe website, Potluck became a platform that makes discovering recipes feel inspiring and social through vibrant photography, bold color, and thoughtfully curated content, while still providing an intuitive and functional cooking experience.
Brand Identity
Visual and Verbal Identity
Potluck blends the energy of a dinner party with the polish of a modern food magazine. Through bold color, sunlit editorial photography, and expressive layouts, the visual identity transforms recipe discovery into an inspiring, shareable experience. Supporting this is a verbal identity that is warm and welcoming and made to celebrate the joy of cooking, sharing, and discovering food together.
BRAND APPLICATIONS
Bringing the Brand to Life
The visual identity was brought to life across digital and physical touchpoints, from website and social media applications to branded collateral and lifestyle imagery. Each application builds on the brand's playful, vibrant personality, creating a cohesive and recognizable experience.
