KTSF — Logicontrol

View through black-framed glass doors into The Kitchen Table dining room — wood tables, black chairs, a teal-tiled coffee bar and a starburst chandelier.

Building community at the kitchen table.

Strategy

Branding

Creative Direction

Design

UX / UI

Social + Ads

Illustration

Print Promotional

Packaging

Wayfinding

Challenge

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The Kitchen Table Santa Fe, a new commercial kitchen supporting local food entrepreneurs and community gatherings, needed a brand that balanced two audiences: culinary professionals requiring serious commercial infrastructure, and the broader Santa Fe community looking for events and connection.

The space itself—multiple kitchens and workspaces serving both members and the public—required intuitive wayfinding that felt welcoming rather than institutional, along with a complete digital presence to manage memberships, events, and regulatory information.

Process

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I guided the two founders—a personal chef and craft-focused entrepreneur—through the complete brand development over about a year, from strategy through launch. We needed to break rules about what commercial kitchen branding could be: rather than industrial and utilitarian, we created a system that felt homey yet sophisticated, proving professional infrastructure can also feel welcoming.

The approach required us to switch modes between serving culinary professionals (clear wayfinding, regulatory compliance) and the broader community (warm event spaces and a friendly social presence). I developed the brand identity, website, interior and exterior signage systems, packaging for their freeze-dried products, and designed marketing materials that could speak to potential members and event-goers equally.

Process

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Impact

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The Kitchen Table was named Best Small Business of 2023 by the Santa Fe Chamber of Commerce and has become what the Santa Fe Reporter calls “Santa Fe's one-stop commercial kitchen mecca.” The brand helped establish a full member roster of food entrepreneurs, built a community of 2,700+ Instagram followers, and has been featured in multiple Santa Fe New Mexican stories, KRQE News coverage, and earned recognition for programs supporting previously incarcerated individuals entering culinary careers.

Impact

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Natural canvas tote bag printed with purple kitchen-appliance icons, the teal KT roundel and ‘the kitchen table SANTA FE.’

Orange-and-peach ‘freeze dried pears’ snack pouch with a green pear illustration and ‘Deliciously crunchtastic — grown with love on local farms’ copy.

A brand that balances two audiences: culinary professionals and the broader Santa Fe events community.

Break rules

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You wrote those rules, you decide when it’s time to evolve.

Break rules

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You wrote those rules, you decide when it’s time to evolve.

Commercial stainless-steel prep kitchen with metal worktables, Blodgett convection ovens and bright square ceiling light panels.

Orange-and-teal illustrated ‘Kitchen Map’ of The Kitchen Table Santa Fe showing prep kitchens, hot kitchen and dish pit, with an equipment icon legend.

Rather than industrial and utilitarian, we created a system that felt homey yet sophisticated.

Switch modes

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Improvise instead of planning. Listen instead of speaking.

Switch modes

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Improvise instead of planning. Listen instead of speaking.

Open tri-fold Kitchen Table Santa Fe brochure showing membership pricing tiers and moody food photography.

“Noah transformed our vision into a memorable, cohesive and strategic brand identity.”
Hilary Kilpatric, Founder, The Kitchen Table Santa Fe
“Customers and community members are constantly raving about our branding.”
Hilary Kilpatric, Founder, The Kitchen Table Santa Fe
“Working with Noah was eye opening. I gained a whole new respect for what great design can do.”
Francesco Lo Coco, Founder and Owner of Zio Frank