Kindling is a restaurant that wants to change the way we eat. It is about ‘doing dining better’ which means kinder to the body and the environment. It means quality, creativity and inclusion, all delivered in a way that’s more joyful than preachy.

I worked with the owners and management team to find the right name and develop a brand strategy that could inspire all channels, from behaviour to environment and online content. Kindling fits because it includes the suggestion of kindness while also referencing fire, an important element of the eatery's culinary approach.

Since its launch, the restaurant has been a favourite among Brighton foodies. It is now featured in the Michelin guide.

The name evokes both nurture and fire
The core brand narrative helped the owners tell their story

This project included:

Brand naming
Brand strategy


Naming, strategy and copywriting: Emily Penny
Design: Filthy Media

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