Hutzpah Kitchen began as a single label for a homemade hazelnut spread so good it outgrew its kitchen. Word of mouth turned a passion project into a small local business, and what started as one label brief quickly became something bigger, a brand that needed to reflect the heart and authenticity behind the product, on a startup budget.
The Challenge
The Approach
With limited budget and a founder pouring genuine passion into every jar, the creative direction had to feel personal, not corporate. I designed an initial label that captured the warmth and craftsmanship behind the product, setting a visual tone that resonated immediately with her customers. The positive response led to a natural expansion of the collaboration, developing business cards, postcards, a new pouch design, and a website design, building out a cohesive brand identity from the ground up. I also guided the founder on how to use and apply her brand guidelines independently, giving her the tools to maintain consistency as the business grew.
The Outcome
The brand identity landed authentically, earning direct feedback from the founder: “Radu really understood my vision from the start. The designs feel authentic, and they truly capture the heart of my brand.” For an early stage business built entirely on personal recommendation, that alignment between product soul and visual identity is exactly what builds customer trust and loyalty.
