Doula Kitchen
( CASE STUDY )
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Context
For the last decade, Chef Rachel Musquiz has embodied the mantra 'Food is Medicine' by creating Ayurvedic & ancestral inspired nourishment. Through Doula Kitchen, Rachel brings her gifts of sacred nourishment to new mothers during pregnancy & postpartum.
Solution
Rachel commissioned Rebirth ° Brand + Website Design Bundle, which included a 7 page custom Squarespace 7.1 Website + Launch Support // lead magnet design & email marketing support. She also added on a Designer Day Pass after our project, to help develop social media templates. Even though this website was built on Squarespace, it's completely custom in every way. The brand elements are so out of the box, including custom shapes for all the images and backgrounds, ceramic textures, a wavy header navigation, custom fonts and colors, as well as branded graphic elements throughout. Technical features of this site include: sticky sections, e-Commerce, contact forms and advanced client applications, Flodesk & lead magnet integration, carousels, clickable tabs, and more.
Rebirth ° Brand Design
Fig. 01, Selected Slides
click to expandFig. 02, Preliminary Mockups
The process of creating the Doula Kitchen brand was so much fun. We started with a Brand Strategy session, and then moved into developing a Visual Identity with photographs, shapes, and colors. Then, I sourced more brand elements like background patterns and textures, fonts, icons, frames and borders - while bringing everything into harmony. We even sourced some special public domain graphics from the Chicago Museum of Art. Then, Some initial mockups helped us imagine how all the branding might start coming together into a website design.
Rebirth ° Website Design
Fig. 03, Desktop Designs
03.1
Custom shapes and curves communicate Doula Kitchen's out-of-the-box approach to postpartum nourishment. Ceramic & hand-drawn textures add a grounded feeling.
03.2
Product-specific curated illustrations were provided to create a cohesive yet distinguished look throughout both products and services.
03.3
Strong interactive features were coded into the website such as choose-your-own-adventure buttons for package selection, scrolling horizontal galleries, accordions, and application forms.
03.4
This mission-oriented brand has many ways to participate, including their doula chef training program for aspiring chefs. This waitlist page invited visitors to sign up for the waitlist.
03.5
Aside from applications, users are invited to connect with Doula Kitchen through general inquires, Substack, or affiliate marketing.
Rebirth ° Launch Support
Fig. 03, Lead Magnet Design
This lead magnet was designed to support the launch of the website. It's also a great example of how the branding translates from web and digital to print.
Add-On ° Designer Day Pass
Fig. 04, Select Social Media Designs
On a different day, I also created 15 social media posts for Rachel to post, and to use as templates into the future. The slides below are some of the best selects.
