For this project the client wanted the brand identity to embrace and celebrate Jamaican culture, paying homage to fresh island ingredients, traditional cooking methods, and cultural design touch points. To understand the core values we spent time with the client learning about these individual elements.

Primary source artefacts from his trips provided us with great starting point for the project. Influenced by Jamaican beach party posters and New York Dancehall happenings, we built an authentic visual language which could be used on custom posters for special dishes, pop up events and merchandise.

For Soul Shack we used reclaimed driftwood, oil drums and used zinc roofing as a large part of the brand identity. These experiential factors—burning pimento wood under a hot zinc roof, fresh herbs in tin cans—reinforced the realities of the island-style social eating culture that Longden enjoyed cooking for.

His passion for healthy and spicy food connects the brand to the customer. Trying and sharing new dishes are encouraged—and with regular menu changes the customer is never bored, every return visit turning into another unique experience.

Video has allowed us to capture the full visual experience of Longden’s intricate culinary skills and share it with his growing network. Our confident filmmaking aesthetic and intricate use of storytelling lets us weave the personal with the professional, the magical with the awe-inspiring.

Photography above by Kluens and Joshua Couchman

With food this good, you can’t go home without taking something with you. We design labels that encapsulated the Soul Shack experience across a range of jerk sauces and Jamaican ketchups.

Soul Shack asked us to create and roll out a full social media pack including IG story posts, event invites, as well as custom posters, menu boards and exterior signage.