07/25/2025
We got a bit nostalgic going through some our of favourite branding projects of the last couple of years so we thought we’d share them, starting with this one!
When one of Edmonton’s longest-standing restaurant groups decided to go all-in on their cooking class program, they knew it needed to stand on its own.
They came to us with a name and a clear ask: create a brand system and website that could live independently, generate bookings, and connect with a younger, experience-driven audience. Having worked together for almost a decade, we had the context. Now we just needed the spark.
The name YEG Cooking Classes did its job: clear, descriptive, to the point. But it didn’t feel like anything yet. It didn’t capture what makes these classes so compelling—the sense of connection, creativity, and genuine joy that comes with cooking. So that’s where we started.
We built a flexible, vibrant brand system designed to evoke emotion without losing clarity. The visual language uses a modular tile system that can be re-skinned, recoloured, and rearranged to reflect everything from seasonal themes to ingredient types to event formats. It’s bright, expressive, and just a little unexpected. Most importantly, it aligns seamlessly with the Sorrentino’s parent brand, while confidently standing on its own.
The result? A brand with personality, presence, and room to grow—built to attract a new audience without losing the credibility of its legacy.
