BasedKitch

BasedKitch wanted a complete brand built entirely from scratch. They needed everything: a solid visual identity, custom graphics, physical menus, and a modern website.

Instead of working on separate bits, I designed everything as one package. This keeps the high-energy look consistent from the physical packaging straight to the digital screen.

The logo combines a raw takeaway style with clean, easy-to-read lettering. I based the identity on a bright royal blue mixed with punchy mustard yellow.

Below is the journey showing how early sketches and rough mockups turned into the final vector logo.

To bring the brand into the physical takeaway space, I designed the printed menus using the same style rules.

The layout uses checkerboard borders and clear colour blocks to group the food options, making the menu quick and easy for customers to scan.

The website avoids boring takeaway templates. Instead of standard columns, it uses custom card layouts that look like a kitchen order grid.

By placing clean, transparent burger photos directly on solid backgrounds, the food stands out as the main feature to help drive orders.

To showcase their signature recipes, I made a clean, colour-coded flavour panel. This layout breaks down the ingredients using bold capital letters, getting customers excited about the food before they hit the checkout.

I added smooth animations across the site to make browsing fun and interactive:

Burger Pop: Hovering over the burger images makes them zoom in slightly, lifting them off the card. The map pins also light up when your mouse touches them.

Origin Maps: Clicking a pin opens a clean popup map showing the exact city or region where that specific flavour comes from.

Card Flips: Clicking a menu card flips it around with a smooth 3D effect to show the exact recipe and ingredients on the back.

To make sure the brand experience continues when the food arrives at the door, I designed the final takeaway boxes, delivery bags, and custom food seals.

I also illustrated a custom comic strip panel for the back of the brown paper takeaway bags to give the delivery experience a fun, interactive storytelling element.

• Complete Brand Identity & Colour Schemes
• High-Converting User Interface Design
• Responsive Website Development
• Print-Ready Menus & In-Store Graphics
• Custom Takeaway Packaging Design