Witch’s Kitchen
Supporting the launch of a small, whimsical, baked-goods business
DATE:
Spring 2026 - Ongoing
CREDITS:
Owner: Kelliann Drury (@kelliann.drury)
Business: www.kellisdeliveryservice.com
Photography: Meghan Bond & Kelliann
Branding, design, & illustration: Ashley Owen
Witch’s Kitchen is a Canada-based studio and baked-goods business, hosting local popups and a bake mail club called “Kelli’s Delivery Service.” This project features branding for both the parent brand, Witch’s Kitchen – with logo variations, signature illustrations, and a website – and the individual boxes for the bake club, Kelli’s Delivery Service. Each monthly box contains themed baked goods and collateral, including packaging, labels, envelope insert, menu, and letter. The goal for Witch’s Kitchen is to inspire nostalgia, wonder, and creation, pulling inspiration from various childhood films and carrying a hand-made thoughtful touch throughout every aspect of the brand.
INITIAL CONCEPTUALIZATION
The initial request for the branding of the business was something whimsical and fun – something that was reminiscent of the wonder that childhood cartoons inspired.
The main ask was to include a witch holding a whisk and bowl with a little cat. I tested several iterations* on this theme, attempting to simplify the elements and break them apart to make memorable marks with variants - full logos, lettermarks, monograms, and mascots.
The final branding combined a witch illustration, custom lettering, floral and bow illustrative accents, and a pink & green color scheme.
*The name for the business was not decided at the point these concepts were created, and the owner’s book club name – Wanderland Societea – was used as a placeholder.
BAKE MAIL CLUB BOX 1
Alice in Wonderland
Inspired by the childhood tale of a young girl falling into a fantasy world, Witch’s Kitchen’s first monthly box was designed to transport recipients to wonderland.
The color scheme features red and blue – fashioned after the Queen of Hearts and Alice’s dress from the Disney movie, respectively. Custom, hand-drawn illustrations adorn the packaging and menu, with twisting flowers, vines, critters, and a pocket watch tangled together The letter for the monthly box imitates a playing card, using the Witch’s head on the back and “WK” as the suit on the front. The envelope liner reflects the swirling fur pattern of Cheshire Cat.
All elements, along with the baked treats, were created to pay homage to Alice’s classic story with a modern, Witch’s Kitchen twist.
Plus more monthly boxes coming soon!