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.
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.
From the art of cooking to the joy of making.
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 visual idea that started speaking.
The world needed to last, not follow a trend. We began by exploring four very different creative territories.
One world kept pulling us back
Joy in the Everyday
A practical system across retail, digital, merchandising and product categories, giving future teams the principles to make confident creative decisions of their own.
It has been a pleasure working with you on this journey. You have truly inspired our team.
You have provided a wonderful foundation for us
to build on.
Kenwood client team
Embrace the British
Joy in the Everyday
Surprise & Delight
Your Silent Partner
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.
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
A creative world only works if other people can use it