WHY WELL-DONE?

When given the word ‘chain’ and multigenerational households to inspire a storefront and point of sale experience for customers, what comes to mind? Well, like any other person, we started researching just what those terms meant and how they could apply to our assignment. 

According to Oxford Languages, the literal definition of ‘chain’ is 1) a connected flexible series of metal links used for fastening or securing objects and pulling or supporting loads and 2) a sequence of items of the same type forming a line. We weren’t satisfied with that answer so we went digging a little further and found the figurative definition of ‘chain’ is a series of associated things or people or experiences.

And there was our answer—we would create an in-store shopping and cooking experience for friends and family members to spend time together sharing recipes and stories about their lives and family history. The storefront would have a ‘Mom-and-Pop Shop’ feel and would be based in Los Angeles as they have one of the largest populations of multigenerational household members, with over 700k people living in multigenerational households in California. 

COOKING IS FOR EVERYONE

Well-Done is an interactive food shopping experience that allows families to craft custom seasoning blends and pass on cultural traditions. Located in Southern California, Well-Done serves the diverse communities that reside in the Los Angeles area. When creating Well-Done, we wanted our audience to feel seen and heard in the brand. That is why Well-Done combines imperfect type and organic imagery to represent the core of Well-Done’s mission: the notion that cooking is for everyone.

Well-Done’s brand identity echoes a sense of warmth, energy, customization, and inclusion, many of the core values of the brand. Check out the Well-Done Brand Book to get all the nitty gritty details! 

SPICE UP YOUR LIFE

Well-Done has four curated spices that are available online and in stores: Berbere, Togarashi, Barbacoa, and Maharajah. If customers aren’t sure where to start, we also offer a ‘Pinch of Everything’ sampler kit.

Berbere (Africa) is a spice used for vegetables and stew.

• Ingredients: paprika, pepper flakes, fenugreek, nigella, ginger, garlic, cardamom, black pepper, sea salt, coriander, and cinnamon/clove
  
• Flavor Notes: Warm and Bold

Barbacoa (South America) is used to season tacos.

• Ingredients: ancho, guajillo, onion, sea salt, white pepper, garlic, cumin, Mexican oregano, kaffir, and cloves
• Flavor Notes: Sweet, Smoky, and Bright
  

Togarashi (Japan) is a common spice for Udon.

• Ingredients: black pepper, red chili flakes, citrus powder, ginger, poppy seed, black sesame, and nori
  
• Flavor Notes: Spicy, Tangy, and Umami
  

Maharajah (India) is used in Curry.

• Ingredients: Fenugreek, turmeric, yellow mustard, black pepper, cardamom, cumin, coriander, fennel, cayenne, cinnamon, clove, nutmeg, ginger, and saffron
  
• Flavor Notes: Rich and Earthy

WELCOME TO WELL-DONE!

It was very important to us that the in-store shopping experience matched the organic and homey feel of the Well-Done brand. The storefront has an open floor plan with floating shelves and small displays. At the heart of every home is the kitchen, so of course we made sure Well-Done’s eat-in kitchen was incorporated into the space with glass walls for customers to see what’s cooking.

JOIN THE WELL-DONE FAM

What better way to celebrate and show support for a community than to give them trendy merchandise? Customers receive the burlap bag with the Well-Done logo with their purchase when shopping in-store. Customers and members of the Well-Done Fam can purchase exclusive products, including t-shirts, a canvas tote bag, and small button pins.

Credits
Art direction, deliverables, and imagery were produced by Carson Schultz, Joshua Guinn, and myself.