La Cucina
Marketing Plan, Brand Direction & Visual Identity
Marketing Plan and Brand Direction for a Sauce-Led Kitchen in Heliopolis
La Cucina cooks slow-made sauces in a small open kitchen in Heliopolis, but it was hard to find. It was missing from the delivery apps, closed during office lunch, and set on a quiet side street.
I prepared a marketing plan and brand direction that makes the kitchen easy to find and gives people a clear reason to choose it, built on what the place already has: a visible kitchen and a glowing neon sign.
The Objective
To make La Cucina easy to find and easy to order from, with one identity that people recognize on the street, on the apps and on the bag.
Scope of Work
Marketing plan, channel strategy, brand and visual identity direction, and a frozen sauce line concept.
Marketing & Brand Strategy
The plan treats the kitchen itself as the story. The open window shows the cooking, and the neon sign makes the corner recognizable at night. A simple tagline, Italian soul, Egyptian flavor, ties the logo, the packaging and the channels together, while a second line of frozen sauces puts quiet kitchen hours to work.
Visual Direction
The look draws on the frontage: deep green tile, warm light, cream menu boards and a teal neon accent. I set the palette and the rules so that every bag, sticker and listing feels like the same place.
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