The Hedonist Foodie
grassroots catering
A grassroots food brand serving bold flavor, indulgence, and community with every dish. I joined the vision as designer — and ended up co-founder.
their package: Brand Identity | Website Design | Creative Direction
"Finally, a brand that gets that food is supposed to be fun. Working with Siyanna felt less like a business transaction and more like therapy for our relationship with pleasure."
Yvettewalker - founder
when a catering company said 'we're basically food hedonists' and we said 'say less
the brief
Timeline: 8 weeks
Investment: $3,500
Vibe: unapologetically delicious
the process
what we created
Hedonist Foodie came to us not knowing who they were — just knowing who they weren't. They didn't want to be another clean-eating, wellness-obsessed food brand. They wanted to celebrate actual pleasure in food, the kind that comes from midnight pasta and wine that stains your teeth.
The challenge? Creating a brand that felt indulgent without being pretentious, authentic without being messy, and sophisticated enough for serious foodies but approachable enough for anyone who's ever eaten cereal for dinner.
Week 1: Deep dive into what "hedonistic" actually means to them (spoiler: it's about joy, not excess)
Week 2: Visual exploration that felt more like a wine tasting than a design presentation
Week 3: Website architecture that flows like a really good dinner party
Week 4: Launch strategy that got people hungry before they even saw the food
Week 5: Brand refinement and getting into the delicious details
Week 6: Website build-out and making sure every click felt intentional
Week 7: Content strategy that makes people crave more than just food
Week 8: Final polish and launch prep that set them up for success
A visual identity that tastes as good as it looks. Deep, rich colors that feel like dark chocolate and good wine. Typography that's confident without being aggressive. Photography direction that celebrates food in all its glorious, imperfect reality.
We built a brand that says "yes, pleasure is valid" and "no, you don't need to justify your cravings." Because honestly? Life's too short for bland food and boring brands.
