Shayma Saadat is a Pakistani-Afghan of Irani ancestry and the author of the food-memoir-style blog Spice Spoon —Cooking Without Borders. She is an internationally published food writer, food photographer and stylist, cook, cookery teacher, public speaker and storyteller. The blog is where she shares her family recipes from the countries of her heritage – Pakistan, Afghanistan and Iran, referred to as Silk Route cuisine. Shayma now lives in Toronto, Canada.
There were several goals in mind when rebranding and building a new design for Spice Spoon. The blog should inspire you to create dishes from a new cuisine in a simple way and to present it beautifully, provide a personal “feel-good factor” by connecting you to your past and your childhood the act of reminiscing, and positively changes the way you think about Shayma's part of the world – by showing you a beautiful side of her region. It was also important that the site had an elegant and minimalistic-style with soft tones and textures, and could appeal to a broad international audience of both men and women, wether they are established cooks or just someone curious about new cuisine to try out.
The complete project includes a moodboard, a visual identity, a "coming soon" page and a complete blogsite with a grid-style landing page, thumbnail recipe index, events calendar, portfolio and press pages alog with a contact form and newsletter sign-up.