Soul Kitchen is a “community restaurant” in Red Bank, New Jersey, developed with passion, dedication,
and vision by Dorothea and Jon Bon Jovi. The Kitchen, an overhaul of the traditional soup-kitchen concept,
is a place where anyone can come and enjoy a hot, nutritious meal in a warm, welcoming setting. Diners
have the option of paying a small donation or volunteering their time in the Kitchen in exchange for the meal.
We were tasked by Dorothea and Jon to develop a vibrant, expressive brand-identity system that would encapsulate their mission and appeal to a diverse audience. We created an aspirational motto,
Hope Is Delicious, and a brand manifesto that speaks to the ideals and intentions behind the Kitchen.
We created bilingual menus, receipt holders, and other collateral with a soulful hand-done type style, and
we carried that style and feeling to the website.
Soul Kitchen opened its doors in October 2011 to a warm and welcoming community and incredible