Soul Shack - Jamaican Street Food Branding
Chef Tim Longden was excited to share his knowledge of authentic Jamaican cuisine with the UK, aiming to introduce West Yorkshire to delicious, traditional yard food. The client wanted the brand identity to reflect and honor Jamaican culture, showcasing fresh island ingredients, time-honored cooking techniques, and cultural design elements. To grasp the essential values, we spent quality time with the client to explore each component. You can view the complete case study here: https://www.turtleandhare.co.uk/projects/soul-shack-jamaican-street-food-branding/. For Soul Shack, we incorporated reclaimed driftwood, oil drums, and recycled zinc roofing as key elements of the brand identity. These experiential components—such as burning pimento wood beneath a hot zinc roof and using fresh herbs in tin cans—enhanced the essence of the island’s communal dining culture that Longden loves to cook for. Soul Shack requested a comprehensive social media package, which included Instagram story posts, event invitations, custom posters, menu boards, and exterior signage. Through video, we captured the full visual narrative of Longden’s intricate culinary talent and expanded his growing audience. Our bold filmmaking style combined with rich storytelling allows us to blend the personal with the professional, creating an enchanting and inspiring experience.