#KHStudy for Crooked Kitchen
Recent Brand + Website launch for Crooked Kitchen
One Brand, Many Plates — A Fresh Take for a Growing Food Empire
We’ve been longtime fans (and customers!) of Crooked Kitchen, so when Luke and Tess came to us to help evolve their brand and website, we were so damn excited to sink our teeth into this one.
What started as a small, gluten-free lunch spot in Lyttleton Terrace had grown into so much more — a multi-service food business offering catering, take-home meals, event support, cakes, and now… a café and liquor-licensed space.
With this evolution came the need for a refreshed brand identity and a website that could bring all arms of the business under one digital roof — and reflect the quality, creativity, and heart behind the Crooked name.
What We Delivered:
▸ Brand Strategy + Identity Refresh
▸ Visual Design Guidelines + Collateral
▸ Website Strategy, Copy + Full Build
▸ Photography + Content Direction Support
Honouring the Past, Evolving the Brand
Crooked Kitchen already had a strong following and an instantly recognisable logo. But the business had grown beyond its original roots. It was no longer just a small takeaway — it had become a thriving food business offering catering, at-home meals, cakes, and now a café and licensed venue.
Our goal wasn’t to throw out the original — it was to honour the crooked while creating space for the brand to evolve.
For Crooked, “crooked” has always meant different — in the best way. A proud nod to people with allergies or dietary needs who often feel left out of the mainstream. This brand has always been about creating food that welcomes everyone, and it was time for the identity to reflect that inclusive, powerful difference on a bigger scale.
We needed to pivot the brand visually and strategically so it could step confidently into the business it is today — a bigger, more dynamic version of itself — while staying rooted in the values and community it was built on.
One Website, Four Experiences
The new website brings all sides of Crooked Kitchen together in one streamlined (and stunning) place. We designed an easy-to-navigate digital experience with dedicated landing spaces for:
▸ Crooked Kitchen – the dine-in café
▸ Crooked Kitchenette – the takeaway shop
▸ Crooked Catering & Events – corporate catering, weddings + functions
▸ Crooked At Home – take-home meals + celebration cakes
Every section has a unique flavour while still clearly feeling part of the same family. Users can browse menus, book catering, place orders, and get inspired by food that’s not only delicious — but allergen-friendly and 100% gluten-free. 🍴
The Design Process & Strategy
We approached the design with clarity, flexibility, and flow at the centre.
Strategically, the goal was to unify four distinct business arms under one digital home — without overwhelming users. We mapped the user experience to guide each audience (from corporate clients to café-goers) to their destination quickly, using intuitive navigation, consistent visuals, and warm, inviting copy.
Visually, we kept things fresh, food-focused, and friendly. A grounded colour palette of greens, beige, and warm yellows allows the photography to shine, while modern typography brings polish without feeling too slick. Rounded corners, soft shadows, and spacious layouts all reinforce the brand’s signature blend of quality + comfort.
Each page was thoughtfully built to support real conversions — whether that’s booking catering, browsing menus, or ordering take-home meals. This wasn’t just about making things look good — it was about making the experience feel seamless, welcoming, and reflective of Crooked’s heart-first hospitality.
Allergen-Friendly. Community-Focused. Damn Good Food.
From strategy to styling, our focus was on telling the real Crooked story: a local business run by everyday legends doing awesome things for their community. Every decision — from image curation to CTA wording — came back to this core idea.
No corporate fluff. No stock photo vibes. Just real food, real flavour, and real impact.
Check out the full experience ➔ crookedkitchen.com.au
And if you’re ever in Bendigo — trust us, this one’s worth the visit!
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