Bowl
Bowl
Bowl
Home-Cook Booking App & Brand Identity Design the Brand and Product 0 to 1
Home-Cook Booking App & Brand Identity Design the Brand and Product 0 to 1
Home-Cook Booking App & Brand Identity Design the Brand and Product 0 to 1
My Role:
Brand & Design Direction
Creative Focus:
Brand & AI Workflow and Tools
Ask: Home cooks in immigrant neighborhoods sell by word of mouth — a WeChat group, a flyer on a laundromat corkboard. No product made that trade legible to a newcomer without stripping out the thing that made it work: you book someone because a neighbor vouched for them. I wanted to see how far one designer could take a full identity and product system by directing AI tools instead of executing every asset by hand.
Ask: Home cooks in immigrant neighborhoods sell by word of mouth — a WeChat group, a flyer on a laundromat corkboard. No product made that trade legible to a newcomer without stripping out the thing that made it work: you book someone because a neighbor vouched for them. I wanted to see how far one designer could take a full identity and product system by directing AI tools instead of executing every asset by hand.
Process:
I set the direction and held the standard; AI handled production. Every decision that mattered was mine — an empty rice bowl as the mark, because it's the one object shared across all eight regional cuisines and favors no province; a single token file as the source of truth; neighbor vouches ranked above star ratings. I wrote those rules as explicit constraints, then used AI to build against them and iterated in tight review loops, rejecting anything that drifted. The work moved at production speed without the identity loosening: 32 screens, a documented design system, merchandise, and portfolio assets, all traceable to the same token file.
Process:
I set the direction and held the standard; AI handled production. Every decision that mattered was mine — an empty rice bowl as the mark, because it's the one object shared across all eight regional cuisines and favors no province; a single token file as the source of truth; neighbor vouches ranked above star ratings. I wrote those rules as explicit constraints, then used AI to build against them and iterated in tight review loops, rejecting anything that drifted. The work moved at production speed without the identity loosening: 32 screens, a documented design system, merchandise, and portfolio assets, all traceable to the same token file.
Logo Lockup
Mark
Color
Typography
Application
Product Hero
Screen Strip
Icon
Component
Badge
Swag
Booth
Product Demo
Impact:
Directing AI against written design rules produced 32 screens and a full identity system in days rather than months, with no loss of consistency.
Codifying the system as a single token file made the constraint enforceable: every screen, asset, and merchandise mockup reads from the same values, so drift showed up immediately in review.
Holding creative judgment — the mark, the hierarchy, the palette discipline — while delegating execution kept the work opinionated instead of generic.
The same silhouette scales from a 24px app icon to physical merchandise with no secondary artwork, proving the direction was sound before any of it was produced.
Impact:
Directing AI against written design rules produced 32 screens and a full identity system in days rather than months, with no loss of consistency.
Codifying the system as a single token file made the constraint enforceable: every screen, asset, and merchandise mockup reads from the same values, so drift showed up immediately in review.
Holding creative judgment — the mark, the hierarchy, the palette discipline — while delegating execution kept the work opinionated instead of generic.
The same silhouette scales from a 24px app icon to physical merchandise with no secondary artwork, proving the direction was sound before any of it was produced.
