Sur La Table Kitchen Essentials
Verbal Identity
Visual Identity
Where Joy Meets Function
In a market divided between professional-grade kitchen tools and basic everyday items, Kitchen Essentials emerged as Sur La Table's answer to the modern cook's desire for both personality and performance. We created a brand identity that celebrates the joy of cooking while maintaining the trusted quality that Sur La Table has been known for since 1972.
The visual identity centers on a refined yet approachable circular mark that frames the signature Sur La Table script, complemented by clean "Kitchen Essentials" typography. The color palette is anchored by "Ma Cerise" red – a nod to both French culinary heritage and contemporary vibrancy – supported by a playful spectrum of kitchen-inspired hues. The photography style embraces natural, casual moments that capture the authentic joy of cooking, while typography balances geometric precision with humanist warmth through the pairing of Objektiv and Kepler.
The result is a brand identity that positions Kitchen Essentials as more than just cooking tools – it's an expression of Sur La Table's evolution, making premium kitchenware more accessible and enjoyable for a new generation of home cooks who value both function and style.
