FOODSTALGIA
Designing a brand that evokes memory.
Brand Strategy • Creative Direction • Brand Identity • Visual System
SHE ALREADY HAD THE STORY. I JUST NEEDED TO LISTEN.
Yolanda came to me with a name she loved, a big vision for where it could go, and some understandable nerves about trusting a designer to bring it to life.
But tucked inside her branding questionnaire was everything I needed. She talked about meals that could transport you back to a trip, recipes that could reconnect you with people you love, and traveling the world to learn from local chefs so she could recreate those experiences authentically at home.
My job wasn’t to give Foodstalgia a story. It was to notice the one that was already there.
FOOD CAN TAKE YOU SOMEWHERE.
The more I looked at everything Yolanda shared, the more one connection kept showing up: travel wasn’t separate from food, and food wasn’t separate from memory. One bite could take someone back to a place, a person, or a moment they thought they’d left behind.
That became the creative thread for the identity: Foodstalgia as a destination for memories you can revisit through food.
A STAMP IN YOUR MEMORY PASSPORT
If food could transport you back to a moment, I wanted the identity to feel like proof that you’d been there. That led me to passports, postmarks, travel stamps and vintage ephemera—references that could hold both sides of Foodstalgia at once: memories from home and experiences from somewhere else.
The globe, cooking pot and heart-shaped steam quietly bring travel, food and love into the mark, while the larger logo system plays with the idea of stamps and postmarks to create variety without losing recognition. The result feels nostalgic without feeling stuck in the past.
A LITTLE BIT OF HOME. A LITTLE BIT OF TRAVEL. A WHOLE LOT OF FOOD.
The identity was only the beginning. From the handwritten recipes and travel-inspired textures to the colors, patterns and photography, every part of the system was built to live somewhere between familiar and discovered—between the comfort of home and the excitement of somewhere new. Together, those pieces gave Foodstalgia a visual world flexible enough to grow with Yolanda’s vision while always leading back to the same idea: food has a remarkable way of taking us somewhere.
“Her process of asking the perfect questions led to her pinpointing exactly what I had in my head, getting it on paper and making it better than I even imagined.”
Yolanda Easton
Owner, Foodstalgia