Emily Eggers
We first partnered with Molly Baz in 2021 to bring The Club, her fast-growing recipe membership, to life. After outgrowing Patreon, Molly needed a custom platform where her brand, voice, and creativity could shine. Wonderly designed and developed a self-hosted WordPress site powered by Memberful and Mailchimp, giving her complete ownership of her content, audience, and revenue.
Services
Brand Identity • Sub-Brand Identity • Website Design • Photography Art Direction
Context
Emily was building a growing platform centered around recipes, recommendations, and thoughtful food content. She needed a cohesive brand system that could support both her personal brand and The Kitchen Table, her Substack, while creating a clear home for her audience to engage with her work.
The goal was to establish a visual identity that felt professional without feeling precious, reflecting both her culinary training and her approachable style.
Solution
We created complementary identities for Emily and The Kitchen Table, giving each a distinct presence while ensuring they felt connected. The visual direction balances warmth and refinement, creating a brand that feels equally at home sharing cooking techniques, seasonal recipes, and personal stories.
We extended that experience into a website designed to showcase her recipes, highlight favorite products, and encourage deeper engagement through her Substack. Along the way, we also established photography direction that reinforces the inviting, lived-in quality of her brand.
Branding
The identity system was designed to reflect Emily's unique blend of expertise and accessibility. Drawing inspiration from the rituals of cooking and gathering, we created a visual language that feels timeless, welcoming, and editorial without becoming overly polished.
Alongside her personal brand, we developed a complementary identity for The Kitchen Table, creating space for a more intimate layer of content while maintaining consistency across her growing ecosystem.
Website
The website was designed as a welcoming home for Emily's recipes, recommendations, and editorial content. Thoughtful pathways guide visitors from discovery to deeper engagement, whether they're exploring a seasonal recipe, browsing favorite kitchen essentials, or joining The Kitchen Table.
To support the experience, we established a photography direction rooted in warmth, simplicity, and connection. The imagery balances beautiful food with the moments that surround it, creating a visual world that feels inviting, lived-in, and true to Emily's approach to cooking. Together, the website and photography create a digital space that reflects her belief that good food is meant to be shared.
Made Possible by Humans Like This
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