Wandering Cooks is Australia’s largest artisan food and drink incubator and was conceived by food philosopher and blogger Angela Hirst as a way of building local alternatives to conventional corporate food systems.
Wandering Cooks supports new food business' growth and exploration as well as local farmers and producers working to reshape Australia’s farming future and transform the city’s food culture.
The visual identity uses the metaphor of the process of cooking. This is the idea that cooking with different ingredients to a common recipe will result in unique dishes. So a palette of diverse patterns and textures have been developed as lines of varying lengths (ingredients) and are assembled (recipe) to form a dynamically changing family of 'W's (dishes). The lines can be used unassembled (raw ingredients) or assembled (cooked) to create unique patterns. In digital media and across print applications the ‘W’ logomark therefore constantly changes.
The visual language suggests the vibrancy, creativity and craft of cooking, it helps counter negative expectations of traditional sterile commercial kitchen environments by evoking a supportive and welcoming culture.
Photography Stefan Jannides