Joy in the Everyday
Kenwood · Brand Direction · 2026
A familiar British brand had decades of heritage, but no distinctive world to call its own.
The brief wasn’t to redesign Kenwood, but to define what its ‘Joy of making’ strategy could actually look and feel like.
I led the creative direction, developing a flexible world designed to work across every touchpoint.
From the art of cooking to the joy of making.
The world needed to last, not follow a trend. We began by exploring four very different creative territories.
Embrace the British
Joy in the Everyday
Surprise & Delight
Your Silent Partner
One world kept pulling us back
Joy in the Everyday
While the category tends to celebrate the finished dish, we found joy in the moments in between. The hands, the mess, the ingredients, the little rituals and imperfections that make cooking human.
Joy in the Everyday makes those overlooked moments the hero.
Kenwood didn’t need to own a colour.
It needed to own a world.
With a product range this diverse, we built a flexible colour system that could shift with the product, context and moment while still feeling unmistakably Kenwood.
Consistency came from a shared set of principles, not sameness.
A visual idea that started speaking.
Tone of voice wasn’t part of the original brief. But as the world took shape, it became clear that Joy in the Everyday had a voice of its own.
I introduced simple verbal principles, extending the idea from how Kenwood looked to how it could sound.
A creative world only works if other people can use it
A practical system across retail, digital, merchandising and product categories, giving future teams the principles to make confident creative decisions of their own.
Kenwood through the seasons
My role Creative Direction
Across Creative territories · Visual direction · Creative systems · Colour principles · Tone of voice · Retail & digital guidance · Brand toolkit