Black Kitchen Initiative

We use the Heinz legacy as one of the most iconic and irresistible American food brands to shine a light on the Black folks and Black foods that define the American culinary story. What started as a series of grants to support Black owned restaurants in covid, has grown into a multifaceted platform telling the stories of, and creating new opportunities for, Black Chefs in America.

In crafting the brand identity for the Heinz Black Kitchen Initiative, the design concept sought to embody and celebrate the richness of Black culture, drawing inspiration from its vibrant traditions and contributions to the culinary world. At the heart of this campaign's visual language is the selective use of gold, a color deeply ingrained in Black pop culture, symbolizing prestige and excellence. This choice reflects the initiative's aim to honor and elevate Black-owned restaurants and chefs, mirroring the gold standard they represent in the culinary community. Central to the branding is the iconic trophy of the award – a cast-iron pan. This emblem signifies the culinary achievements of the grantees and serves as a symbol throughout the campaign. It is a beacon of excellence and creativity, incorporating other graphic elements relevant to the initiative, weaving a cohesive visual narrative that spans across materials. The campaign's aesthetic integrates Heinz's brand essence with the distinct flair of the Black Kitchen Initiative. For the Open Kitchen series, the design takes a nostalgic turn, drawing inspiration from the 1970s Harlem music scene. This influence is evident in the eclectic mix of typefaces, rich colors, and textures, evoking a sense of community and celebration. The choice of visual references not only pays homage to a pivotal era in Black culture but also creates a vibrant and inviting atmosphere for the events, encouraging engagement and discovery. This design approach effectively captures the spirit of the Black Kitchen Initiative, showcasing the stories, talents, and legacy of Black culinary excellence.
Through these tangible actions we push forward on our goal to celebrate and preserve the legacy of Black food.