Not From Concentrate
We created a brand identity for Catherine Smart, a food writer and entrepreneur, to help her stand out, raise funds, launch her new podcast and Substack, and build an audience, ahead of releasing her upcoming cookbook with DK in 2027.
Not From Concentrate quickly became featured as a top New Show and broke into the top 5 food podcasts on the Apple Podcasts charts. She was recently featured in the Boston Globe. She has been growing her audience across channels and ramping up visibility.
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Catherine Smart needed an identity that would help her stand out, raise funds, and launch her new podcast and Substack, ahead of releasing her upcoming cookbook with DK in 2027.
As her strategic partner, we helped identify her place in the market, developed an appetizing and timeless visual identity that stood out in a crowded space, and created bold artwork for her podcast and newsletter.
Catherine Smart is a recipe developer, food writer, entrepreneur, author, and mom, who happens to have ADHD.
She’s on a mission to help all of us spark creativity, calm the chaos, and discover joy in the kitchen. She has worked as a personal chef, written for publications like The Boston Globe, Saveur, Departures and Serious Eats, cooked on PBS’s Milk Street TV and shared recipes on Milk Street Radio. She now hosts The Not From Concentrate Podcast and writes the Not From Concentrate newsletter on Substack.
Brand Strategy
Visual Identity System
Brand Guidelines
Pitch Deck Design
Podcast Design
Substack Design
