La Cocina

La Cocina

La Cocina is an organization whose mission is to dismantle systems of oppression and co-create paths to liberation. They do this by providing full access to traditional and non-traditional forms of mental health and health equity support services for the Latinx community. They conduct Forensic Mental Health Assessments for Latinx individuals in immigration proceedings and provide mental health services to immigrants and detained families. (You can donate to the organization here.) 

La Cocina wanted a culturally relevant branding image that felt warm, inviting, colorful, and community oriented. They wanted the branding to evoke the spirit of their namesake, a quote by Cesar Chavez: “Todas las revoluciones comienzan en la cocina.” (All revolutions begin in the kitchen.) The challenge was to achieve this without focusing so heavily on the concept of a kitchen that the branding looked like it might belong to a restaurant. Rather than kitchenware or mental health imagery, La Cocina asked that we draw inspiration from Mayan and Aztec symbols for the logo. We created the visual brand identity, then developed marketing collateral such as letterhead, notecards, business cards, signage, and email signatures.

Full Project Scope:

Brand Design

• Design and aesthetic

• Logo design

• Printed and promotional materials