Since 1991, Lucy’s Kitchen and Market has been serving the Princeton, NJ community with fresh, handmade food rooted in tradition. What started with a love for authentic, handcrafted ravioli has grown into a full kitchen and market, where neighbors and friends can shop, share meals, and enjoy locally and seasonally sourced ingredients at their peak.
Lucy’s came to me seeking a refreshed visual identity and redesigned e-commerce website. Their main goals were to create a cohesive brand that better reflects the artisanal quality of their food, streamline online ordering and increase sales, and simplify backend management.
The existing brand and website didn’t reflect the warmth and artisanal nature of the business—the bright purples and stark greys felt out of sync, and the broken online ordering system frustrated both customers and staff. I developed a new visual identity that felt warm, approachable, and handcrafted, and built a Shopify website that simplified ordering and backend management. Email templates, posters, and merchandise were redesigned to extend the brand across all touchpoints.
The refreshed brand now captures the artisanal quality of Lucy’s offerings, and the website provides a smooth experience for customers and staff alike. Online sales surged immediately, with the team reporting a 10% increase in holiday sales from the previous season.
Credits
Freelance Creative Director / Designer: Julie Lockwood
Development: Steven Sikoryak
Core Contributions: creative direction, art direction, graphic design, print design, poster design, responsive web design, UX, email design, swag design, project/account management