Hetty McKinnon

July 7, 2026 by laura@withwonderly.com

Hetty McKinnon

When your work has become part of millions of people's kitchens, your website should feel just as thoughtful as your recipes. Hetty Lui McKinnon partnered with us at Wonderly to create a digital home that prioritizes generosity over algorithms, transforming years of recipes into an intuitive, beautifully organized resource designed to help people cook.

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Services

Branding • Website Design & Development • Email Marketing Design

Context

Hetty's audience had grown far beyond what her previous website could support. Recipes were difficult to browse, discovery relied heavily on search or social media, and the experience didn't reflect the warmth and intentionality of her brand. She wanted to invest in an owned platform that would outlast changing algorithms while remaining true to her philosophy of making vegetable-forward cooking approachable for everyone.

Solution

Rather than designing around content management, we designed around how people actually cook.

Every decision centered on making recipes easier to find, easier to follow, and more enjoyable to return to. We developed an intuitive recipe taxonomy that lets visitors browse by ingredient, season, meal type, or mood, created a visual system inspired by Hetty's editorial style, and introduced playful custom illustrations that brought personality throughout the experience without distracting from the food.

Behind the scenes, we also built the technical foundation for long-term growth, optimizing the WordPress site for the Raptive advertising network while preserving a reading experience that feels calm, intentional, and welcoming.

A woman in a denim shirt sets dishes of food on a wooden table arranged with napkins, menus, flowers, and various plates of prepared meals in a bright room with a white brick wall. | Wonderly

This is where pasta becomes a love language.

Illustration

To make the website feel unmistakably Hetty, we created a collection of 100% human-made illustrations inspired by the ingredients that define her cooking. Each vegetable was thoughtfully illustrated across all four seasons, allowing readers to browse recipes visually while celebrating the natural rhythms of seasonal cooking.

Beyond improving navigation, the illustrations bring warmth, personality, and delight throughout the experience. They transform a functional recipe index into something expressive, reinforcing Hetty's belief that cooking begins long before a recipe is chosen.

Website

We designed a website people actually want to cook from.

Instead of overwhelming visitors with endless categories and clutter, the experience invites exploration. Readers can browse by ingredient, season, dish type, or mood, discover new favorites, and move seamlessly into distraction-free recipes designed for real kitchens. Every detail, from the custom illustrations to the generous whitespace to Cook Mode, was crafted to feel calm, functional, and unmistakably Hetty.

Vegetable-forward recipes that are comforting, vibrant, and made to be shared.

In the Words of Our Clients

“Having always managed my own branding and web design, handing over the reins felt like a huge leap of faith. However, working with Allie Lehman and the Wonderly team immediately put those anxieties to rest. From day one, they established absolute trust. They didn't just build a site; they took the time to truly listen, ask questions, and understand the heart of my story. Throughout the entire process, I felt like a true partner rather than just a client, constantly benefiting from their wisdom and experience. The result is a website that far exceeds anything I could have imagined. I finally have a website that accurately reflects my entire story and ethos. I am so grateful.”

Hetty Lui McKinnon

Caroline Chambers

March 5, 2026 by Wonderly

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Caroline Chambers

We partnered with Caroline Chambers to rebrand What to Cook When You Don’t Feel Like Cooking into a full brand ecosystem. We defined her visual identity, designed and developed her website, and created a cohesive Substack design system that supports her rapidly growing community of over 610,000 subscribers. The goal was to unify her platforms under one confident, craveable brand while building the structure needed to scale subscriptions, partnerships, and product offerings.

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Text "caroline chambers" in bold, rounded white font centered on a background of alternating vertical pink and green stripes. | Wonderly

A woman holding a sandwich stands with two children in a kitchen, with sandwiches, pickles, and plates of food on the counter in front of them. | Wonderly

Services

Branding • Website Design & Development • Substack Branding & Post Design Assets

Context

Caroline had built enormous momentum around her newsletter, What to Cook When You Don’t Feel Like Cooking. It had grown into a full ecosystem, including paid tiers, a robust archive, live cooking demos, brand partnerships, and a bestselling cookbook. Her audience was massive and deeply loyal, but the brand needed greater refinement and cohesion across platforms.

The Substack experience, website, visual identity, and promotional assets all needed to feel unmistakably Caroline: colorful, confident, and warm, while also supporting continued growth, monetization, and long-term scalability.

Solution

We built a brand and digital system that felt as satisfying as her recipes: layered, joyful, and incredibly functional. Every touchpoint was designed to reinforce clarity, personality, and value. The result is a cohesive brand world that feels effortless, even though every detail was intentional.

A woman smiles while preparing food next to a large sign promoting her cookbook titled "What to Cook When You Don't Feel Like Cooking" with an "Order Now" button. | Wonderly

Branding

Caroline’s brand needed to feel vibrant and fun, but grounded. We leaned into soft pastels, bold food-forward imagery, and typography that feels friendly and confident. The identity mirrors her cooking style: unfussy but impressive, comforting yet elevated.

Text graphic with large words "what to cook" and smaller text "when you don’t feel like cooking" and "with Caroline Chambers" on a plain background. | Wonderly

A woman in a floral dress sits smiling on a light blue chair; text reads “so into that” and “A podcast by Caroline Chambers” on a striped blue and green background. | Wonderly

A cream background with a blue circle in the center containing the words "what to cook" in bold white text. | Wonderly

A simple illustration of a pink wine glass and a yellow steaming coffee cup on a beige background. | Wonderly

Simple blue line drawing of a cooking pot with two handles, centered on a beige background with rounded corners. | Wonderly

Simple line drawings of a tomato in red, a yellow pepper, and a green bell pepper on a beige background. | Wonderly

Simple drawing of three stacked bowls, outlined in pink, with wavy green and yellow lines on a beige background. | Wonderly

Website

The website was designed as both a marketing engine and a conversion funnel. We clarified her offers and organized them into an intuitive and joyful experience. The structure supports discovery while driving subscription growth. It feels abundant, like her archive of recipes, but not overwhelming.

A smiling family of five stands together in a kitchen holding two young children, with a sign promoting a cookbook titled "what to cook when you don't feel like cooking make it fast. | Wonderly

A recipe page displays three meal options and highlights Beef Basil Bowls with Coconut-Ginger Rice, listing ingredients, a photo of the dish, and step-by-step cooking instructions. | Wonderly

Substack Branding

We transformed the What to Cook posts into a fully realized brand experience. We designed a What to Cook logo that pairs seamlessly with her primary Caroline Chambers logo, along with flexible title graphic templates her team can continue to use and evolve. We created in-post headers, custom separators, and supporting visual elements that bring structure and personality to every recipe. We also designed thoughtful extensions, like a printable recipe PDF, to increase usability and perceived value. Each Saturday delivery now feels intentional and premium, elevating “what to cook” into a ritual her subscribers genuinely look forward to.

Banner reads “what to cook when you don’t feel like cooking with Caroline Chambers,” with a pink sticker that says “Join our Substack community!” on a cream background. | Wonderly

Woman cooking at a stove in a white kitchen, smiling at the camera; text reads "Kitchen Chat with Francie Thompson (aka Crash!)" on a yellow background. | Wonderly

Four colorful book covers alongside text on a striped green and blue background that reads "so into that. | Wonderly

Split image with "Kitchen Chat with Joanna Goddard" in bold text on the left, and a woman standing outdoors in casual clothing on the right. | Wonderly

Two men sit talking on a couch in one photo; a bowl of oatmeal with a spoon rests on a blue towel in another. Text reads: "SO INTO THAT: A Culinary Ode to Shane and Ilya. | Wonderly

In the Words of Our Clients

A woman smiles while eating salad, holding a bowl, as a toddler sits on the counter holding a colander with salad ingredients. | Wonderly

“Love love LOVE working with the Wonderly team!”

Caroline Chambers

Made Possible by Humans Like This

A red heart illustration with purple cartoon-like arms stretched out to the sides on a transparent background. | Wonderly

Allie

Matt

Taylor

Allyssa

Hailee Catalano

March 5, 2026 by Wonderly

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Hailee Catalano

We partnered with Hailee Catalano to design and develop a digital home for her growing recipe platform. As a trained chef turned content creator, Hailee’s mission is simple: make restaurant-quality food feel achievable at home. We built a website, illustration system, and email experience that reflect her warmth, expertise, and belief that cooking should feel fun, not intimidating.

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Text "HAILEE CATALANO" in bold orange letters on a cream rectangle, centered over an orange grid pattern on a peach background. | Wonderly

Services

Website Design & Development • Illustrations • Email Design

Context

Hailee’s audience discovered her through TikTok and Instagram, where her approachable teaching style and chef-level technique quickly built a loyal following. As her recipe library expanded and media features grew, she needed a centralized, searchable platform that could house her recipes, support her cookbook, and deepen connection with her audience beyond social media.

The challenge was creating a site that felt as inviting and clear as Hailee’s videos while also adding structure, discoverability, and long-term scalability to her growing brand.

Four photos: a platter with assorted vegetables and eggs, people serving pasta and salad, a slice of cake on a plate, and three parfait desserts in glass cups. | Wonderly

The Solution

The website was designed to prioritize clarity and usability while maintaining a warm, editorial feel. Clean layouts, generous spacing, and strong food photography allow each recipe to shine, while intuitive filtering and search functionality make exploration effortless. Built with mobile use in mind, the site supports real-time cooking with features like Cook Mode and easy-to-follow formatting. The result is a digital experience that feels supportive and practical, like having a chef in your kitchen guiding you step by step!

A bowl of roasted strawberry and rhubarb sundae topped with ice cream and granola sits on a tile-patterned background next to text describing the recipe. | Wonderly

Illustration with the text "Summer Seasonal Recipes" and "view all", featuring sketched fruits and vegetables including cherries, strawberry, and a chili pepper. | Wonderly

A recipe menu graphic with handwritten-style categories: appetizer, breakfast, main course, side dish, and dessert. A "View All Recipes" button is at the bottom. | Wonderly

A menu titled "most loved recipes" featuring images and names of four dishes: Strawberry and Cream Cake, Spicy Chicken and Escarole Soup, Leeky Twice Baked Potatoes, and Coconut Cake with Whipped Ricotta Frosting. | Wonderly

A woman sits on a kitchen counter holding an orange and smiling, surrounded by fruits and kitchen items, with text introducing her as Hailee, a recipe creator. | Wonderly

A recipe index page displaying three recipe images: Ham and Cheese Quiche, Peach Calabrian Chili Jam, and Spicy Zucchini and Bean Stew with Creamed Swiss Chard and Eggs. | Wonderly

Illustrations

We knew Hailee's cookbook would have illustrations before the book was published so we developed a set of hand-drawn illustration elements that add texture and personality throughout the site. This helped tie in the aesthetic from her cookbook, By Heart, seamlessly.

Two panels with simple line drawings of vegetables (carrot, celery, onion, cabbage) on the left, and fruits (tomato, cherry, strawberry, pepper) on the right, on a beige background. | Wonderly

Email Design

We also designed a cohesive email template system to support Hailee’s monthly newsletter and recipe updates. The emails extend the website’s visual language into the inbox, using thoughtful hierarchy, warm color moments, and clear calls-to-action. Designed for readability and engagement, the templates help transform casual followers into a connected, returning community.

Screenshot of a recipe website featuring Hailee Catalano, with sections for cookie and main course recipes, images of dishes, and a Thanksgiving prep guide. | Wonderly

In the Words of Our Clients

A person with short hair sits at a diner booth, wearing a blue checkered shirt, light jeans, and yellow Adidas sneakers. Condiments are on the table beside them. | Wonderly

“Working with Wonderly is exactly that. Just wonderful! My website has been transformed into such a beautiful, fun, and user friendly space that my followers absolutely love!”

Hailee

Made Possible by Humans Like This

Allie

Matt

Taylor

Allyssa

Laura

The Pasta Queen

March 4, 2026 by Wonderly

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The Pasta Queen

We partnered with Nadia Caterina Munno, known to her audience as The Pasta Queen, to create a digital presence that feels as bold, expressive, and unmistakable as she is. From brand identity to website to email design, the goal was to build a cohesive visual world that could support her growing platform while capturing the drama, humor, and confidence her audience loves.

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Red cursive text reads "the Pasta Queen" on a light beige striped background. | Wonderly

A woman in a colorful outfit holds up spaghetti above a plate, smiling outdoors at a table set with spaghetti and lemons. | Wonderly

Services

Branding • Website Design & Development • Email Marketing Design

Context

Nadia’s brand was expanding quickly across multiple channels, from her cookbook and TV show to products, a membership, and digital content. She needed a visual system that could bring everything together and give her team consistency as the brand continued to grow. The public website also needed to act as a central hub while still feeling full of personality and presence.

Solution

We created a full brand system for The Pasta Queen that blends elegance, playfulness, and a touch of theatrical flair. This included a logo suite, custom patterns, and illustrations that carry across platforms. We brought that identity into a new public website designed to feel immersive and expressive, along with email templates that extend the brand into her audience’s inbox. Together, the system gives her a recognizable, flexible foundation that can grow with her.

A woman in a patterned dress holds strands of pasta in a commercial kitchen, smiling at the camera. | Wonderly

Glamour, humor, and Italian heritage.

Branding

The identity leans into Nadia’s signature mix of glamour, humor, and Italian heritage. We designed a bold logo along with custom patterns and illustrated details that give the brand texture and personality. These elements help everything feel cohesive, whether it’s a product launch, a recipe drop, or a promotional moment.

Pink background with red cursive text and pasta illustrations; phrases include “Bold, Beautiful, Bellissima,” “A Love Letter to Italian Cooking,” and “Pasta First, Questions Later.”. | Wonderly

Illustration of a bowtie pasta, spiral pasta, elbow macaroni, and a lemon on a yellow background with a pasta pattern. | Wonderly

Website

The public website was designed to feel like stepping into Nadia’s world. It guides visitors through her recipes, shows, products, and membership while keeping her voice and energy front and center. Rich visuals, layered typography, and expressive graphic elements help the site feel lively and confident without overwhelming the content.

Mobile webpage for The Pasta Queen promoting cookbooks, featuring floral and lemon illustrations, blue striped background, and white text inviting users to explore the collection. | Wonderly

Three people in a kitchen, two men in green aprons and a smiling woman holding a rolling pin, stand behind a counter with dough. | Wonderly

A woman sits on a blue scooter holding a basket of vegetables next to a large image of the cookbook "The Art of Italian Cooking" by Nadia Caterina Munno. | Wonderly

Email Marketing

We also created templates for her free newsletter so the brand extends seamlessly into the inbox. Using the same typography, colors, and motifs as the website, each send feels connected to the larger Pasta Queen universe. The result is an email experience that feels polished, recognizable, and fully on-brand.

A colorful collage of website sections featuring Italian food, recipes, a cookbook, a woman eating pasta, and promotional banners for cookbooks and Q&A events. | Wonderly

Made Possible by Humans Like This

Allie

Matt

Taylor

Allyssa

Laura

Maria

Marin

GrossyPelosi

March 4, 2026 by Wonderly

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GrossyPelosi

We partnered with Dan Pelosi of GrossyPelosi to create a brand and website as dynamic as his world. A website that could house recipes, guides, cookbooks, media, affiliate products, and a deeply engaged community all in one place. The goal was to design a digital home that felt warm, nostalgic, and unmistakably Grossy while also functioning as a powerful business engine behind the scenes.

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Screenshot of Dan Pelosi’s website, GrossyPelosi, featuring Dan smiling at a table with a red checkered tablecloth, holding utensils, and text inviting users to find recipes. | Wonderly

Services

Branding • Website Design & Development • Email Design

Context

Dan’s platform had evolved far beyond recipes. Between bestselling cookbooks, seasonal guides, media appearances, live events, product collaborations, and his Grossery List, he needed a centralized ecosystem that could support multiple revenue streams and content types without feeling overwhelming.

The challenge was building a site that could do a lot (affiliate linking, cookbook promotion, searchable recipes, newsletter growth, press features, guides, and merch) while still feeling like a cozy Italian-American kitchen where everyone is welcome.

Solution

We designed and developed a multi-layered website that balances personality with performance. The new GrossyPelosi.com organizes Dan’s expanding universe into intuitive pathways: recipes, guides, cookbooks, press, shop, and The Grossery List. Behind the warmth and humor is a powerful backend structure that supports affiliate revenue, email capture, product launches, and content discoverability. The result is a platform that feels joyful and nostalgic on the surface, but strategically built for growth underneath.

A person in a green and white striped shirt sits at a table with a bowl of tomatoes, holding one tomato and smiling against a green background. | Wonderly

A cozy Italian-American kitchen where everyone is welcome

Branding

The branding embraces Dan’s “gay Pinterest Mom” persona: sentimental, celebratory, and a little cheeky. Bold typography, nostalgic color cues, playful badges, and layered graphic moments reflect his love of tradition and storytelling. The identity system supports everything from cookbook launches to holiday guides, allowing the brand to flex seasonally while staying instantly recognizable.

A blue scalloped circle with the words "Live Laugh Love" in light green cursive font, centered on a solid yellow background. | Wonderly

A green circle with yellow cursive text reading "I live here now" on an orange background. | Wonderly

Red starburst shape with the white cursive text "Let's go girls" and a small white heart on a solid blue background. | Wonderly

Website

The website was built to carry complexity without sacrificing clarity. We developed a searchable recipe system, structured seasonal guides, press and media archives, cookbook promotional modules, and integrated newsletter capture throughout. Every page is designed to feel inviting and warm while guiding users toward meaningful actions like ordering a book, exploring a guide, shopping favorites, or joining the Grossy mailing list. It’s editorial in feel, but strategic in execution.

A promotional graphic announces Dan Pelosi's new cookbook "Let's Party," available September 2023, with a preorder button and an image of the book featuring party food. | Wonderly

A smiling man in a green and white striped shirt sits at a table with a bowl of tomatoes. Text below introduces him as Dan Pelosi, creator of GrossyPelosi recipes. | Wonderly

A recipe webpage highlights "Peanut Butter and Banana Bread" under sweets, showing a sliced loaf on a wooden board with a knife. | Wonderly

Cover of "Let’s Eat" cookbook by Dan Pelosi, featuring various Italian dishes, with options below to buy standard or signed copies. | Wonderly

Book tour dates for Hillsdale, NY on August 30 at Copake/Hillsdale Farmers Market, and Brooklyn, NY on September 2 at St. Ann's Church. Tickets available for both events. | Wonderly

Screenshot of a recipe website showing a search bar, category links, and featured recipes: Peanut Butter and Banana Bread, Grossy’s Vodka Sauce, Green Goddess Potato Salad, and Any Fruit Crisp. | Wonderly

The Grossery List is Dan’s curated affiliate system featuring his favorite pantry staples, kitchen tools, and “can’t live without” items. We built a flexible structure that allows for easy updates, categorized browsing, and seamless affiliate linking. It transforms personal recommendations into a meaningful revenue stream while maintaining the authenticity and trust his audience relies on.

Two web page mockups for "The Grossery List" feature assorted products, including a book, robe, cookware, green shoes, and canned goods, with checkered borders and link buttons. | Wonderly

A man wearing a yellow cap and blue shirt sits at a table with bowls of food, smiling at the camera in an outdoor setting with artistic murals in the background. | Wonderly

Live, Laugh, Laugh

In the Words of Our Clients

A man in a green and white striped shirt sits at a table with tomatoes, smiling and looking slightly upward. The background is solid teal. | Wonderly

“Working with Wonderly is simply... wonderful! Whether troubleshooting an issue on my website, creating new graphics to support a social media launch, or building a newsletter template, Wonderly is hands-on and goes above and beyond to bring the vision to life. They are a team of experts who excel at making the client-side experience easy and stress-free. Chef's kiss!”

Dan Pelosi AKA GrossyPelosi

Made Possible by Humans Like This

Allie

Matt

Taylor

Allyssa

Laura

Maria

Marin

Turkuaz Kitchen

March 4, 2026 by Wonderly

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Turkuaz Kitchen

We partnered with Betül Tunç of Turkuaz Kitchen to create a refined brand and website that reflect the heart of her work: food rooted in tradition, beauty, and storytelling. Known for her cinematic baking videos and bestselling cookbook, Betül needed a digital home that could hold recipes, travel, product recommendations, and long-form storytelling while preserving the warmth and intention that define her world.

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Services

Branding • Website Design & Development

Context

Turkuaz Kitchen is more than a recipe platform - it’s an immersive expression of heritage, craft, and quiet luxury. Betül’s content blends old-world technique with modern storytelling, creating a deeply loyal audience drawn to both her recipes and her aesthetic. As her platform expanded to include a New York Times bestselling cookbook, travel content, and curated recommendations, she needed a cohesive visual system and digital experience that felt elevated, timeless, and distinctly her.

The challenge was building a site that felt as artful as her photography and video content without sacrificing usability or structure.

Solution

We developed a visual identity and custom website that bring Turkuaz Kitchen’s sense of romance and refinement into a cohesive digital space. Drawing from natural textures, muted tones with bright accent pops, and heritage-inspired details, the brand system feels classic yet contemporary. The website balances editorial storytelling with functional clarity, allowing recipes, cookbook promotion, travel features, and product recommendations to live seamlessly together. Every element was designed to feel intentional and grounded.

A woman in historical clothing serves tea and food to a seated girl at a small table by a window, with bread, fruit, and jam visible. | Wonderly

Food that feels like home. rooted in tradition, made with intention.

Website

The website was designed to feel immersive, mirroring the warmth and depth of Betül’s visual world. Generous spacing, serif typography, and handdrawn elements create a sense of calm, while structured navigation ensures visitors can easily explore recipes, cookbook details, travel stories, and curated recommendations. The result is a digital experience that feels like stepping into her kitchen: sunlit, deliberate, and full of story.

A woman in a hat and vest smiles while holding a basket of fresh vegetables. Text introduces Betül Tunc of Turkuaz Kitchen and invites readers to learn more. | Wonderly

A promotional image for the cookbook "Turkuaz Kitchen" by Betül Tunç, showing the book cover featuring a woman preparing food, with a New York Times Bestseller badge. | Wonderly

A yellow house with green shutters and a balcony is surrounded by bright pink flowers under a partly cloudy sky. Text above describes summer travel plans. | Wonderly

A Community That Feels at Home

Three user comments praise a website; comments highlight exceptional quality, excellent content, many recipes, and beautiful design. | Wonderly

Two user comments praising a website: Julie highlights helpful notes and pictures, while Maëlle appreciates clear metrics and easy navigation. | Wonderly

Three user comments praising a new website for its attractive design, warmth, friendliness, and delicious recipes. Each comment is accompanied by a name and date. | Wonderly

In the Words of Our Clients

Woman wearing black sunglasses and a patterned headscarf, smiling and resting her face on her hand while sitting in a car. | Wonderly

“Everyone has been telling me how beautiful and cozy my website is, and I have Wonderly to thank for bringing the online home of Turkuaz Kitchen to life! We felt supported during every step in the process.”

Betül Tunç of Turkuaz Kitchen

Made Possible by Humans Like This

Allie

Matt

Taylor

Allyssa

Laura

Marin

Molly Baz

February 26, 2026 by Wonderly

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Molly Baz

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.

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A woman in a red top stands in a kitchen, smiling and eating from a plate piled with crispy fried snacks. | Wonderly

Bold white text reads "THE CLUB" in a retro font on a red background, with smaller yellow text below that says "by Molly Baz. | Wonderly

Services

Website Design & Development • Memberful Integration • Content Migration• Email Design for Membership Communication • Marketing Creative & Ad Design • Ongoing Support & Enhancements

Context

Molly’s membership began on Patreon, where she quickly built a large and loyal audience. But as her following grew, the platform’s limitations became clear. She needed more control over how recipes were displayed, how members interacted, and how subscription revenue was managed. A custom website wasn’t just a design refresh, it was a strategic move toward owning her audience, supporting richer content, and building a more reliable and scalable revenue engine.

Solution

Wonderly created a fully custom WordPress platform tailored to the way Molly cooks, writes, and connects with her audience. The new site features seamless Memberful integration for subscription management, a streamlined workflow for publishing a fresh recipe every Friday, and community tools like comments and member suggestions that keep engagement high. We migrated her archive from Patreon, introduced a more intuitive and cooking-friendly recipe layout, and connected everything to Mailchimp to power automated onboarding, weekly sends, and retention-focused email flows. We designed branded membership emails that extend The Club’s visual identity and create a cohesive experience from site to inbox. Since launch, we’ve continued supporting Molly’s team with enhancements and creative campaigns, allowing The Club to grow without constraints.

A website page from "The Club by Molly Baz" displays dishes including Houston’s Emerald Kale Salad and Egg in a Hole Soup under the "Latest And Greatest" section. | Wonderly

The Membership

Each week, members receive a new Molly recipe, complete with step-by-step instructions, photography, and an active comments section that sparks conversation, feedback, and requests. We also designed the weekly email templates that announce each drop, keeping the experience consistent and unmistakably Molly. The Club has evolved into a lively, food-forward community space and a central pillar of Molly’s digital business model.

A pumpkin cream pie with whipped cream topping sits on a plate next to a pie dish, with a detailed recipe and ingredient list displayed beside the image. | Wonderly

A plate of meatballs in sauce sits on a table with drinks and other dishes; the text reads "Step 1: Make the Meatballs, Page 142. | Wonderly

A smiling woman poses for a photo at a social gathering, surrounded by people, above a text promoting her as a cookbook author and food enthusiast. | Wonderly

A recipe webpage for a Black and White Martini cocktail, featuring the title, a brief description, and preparation details in a red and beige color scheme. | Wonderly

Screenshot of an online comment section where a user asks about making a recipe without a food processor, and Molly Baz replies with alternative instructions. | Wonderly

A blue online form for suggesting recipes, with fields for email and recipe suggestion, and illustrations of food and cooking items in the background. | Wonderly

Impact

The Club is now one of Molly’s most dependable and lucrative revenue streams, supported by a platform that gives her full control over her audience and long-term growth. Engagement remains consistently strong thanks to weekly recipe drops, a clean editorial system, and built-in community features that encourage connection. Moving off Patreon strengthened retention, expanded creative flexibility, and provided a digital home that can evolve with new content formats, campaigns, and the continued growth of Molly’s brand.

Red tour poster with white retro text listing six cities and dates in October. One button, for Washington, D.C. on 10.11, is highlighted in green and says "SNAG TIX. | Wonderly

A promotional graphic for a live cooking class on October 25th, featuring food on a table and instructions on how to join the class by ordering a product in advance. | Wonderly

Made Possible by Humans Like This

Allie

Matt

Taylor

Allyssa

Laura

Marin

Alix Traeger

February 25, 2026 by Wonderly

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Alix Traeger

Wonderly partnered with Alix Traeger to create a bold, personality-forward brand and website that reflect her signature approach to cooking: joyful, approachable, and never too precious. Known for her viral BuzzFeed Tasty videos and her debut cookbook Scratch That, Alix needed a digital home that could house her evolving brand world while feeling unmistakably her.

Visit the site

Bright graphic with the name "Alix Traeger" and a photo of a woman in a blue dress eating pizza, seated at a pink table with food and drinks; colorful text background. | Wonderly

Services

Branding • Website Design & Development

Context

As Alix’s platform expanded beyond viral recipe videos into publishing, long-form storytelling, and original content, her brand needed room to grow. She was launching her debut cookbook, building a presence across YouTube, Instagram and TikTok, and developing deeper connections with her audience. The challenge was creating a cohesive identity that could unify these touch points while preserving the humor, warmth, and relatability that made her audience fall in love with her in the first place.

The brand had to feel vibrant and expressive, but still structured enough to support commerce, partnerships, and long-term growth.

Solution

We developed a colorful, high-energy visual identity and custom website that celebrate Alix’s “embrace the mess” philosophy. From bold typography and playful graphic elements to intentional layouts that guide users through recipes, videos, and product recommendations, every decision balances personality with usability. The site serves as a central hub for her cookbook launch, original content, and community engagement, adn is designed to grow alongside her evolving creative career.

A woman and a small dog wearing matching strawberry sweaters sit in front of a strawberry dessert; the dog has whipped cream on its nose. | Wonderly

A little chaos. A lot of flavor.

Branding

Alix’s brand identity leans into saturation, movement, and a little bit of chaos in the best way. Ink splatters, curved text treatments, layered color moments, and expressive typography reflect her humor and spontaneity, while still maintaining consistency across platforms. The logo system captures her playful confidence, creating a recognizable mark that feels equally at home on a cookbook cover, a website header, or a social post. The result is a brand that feels human, lively, and unmistakably Alix.

A yellow paint splatter on an orange background with a repeating geometric pattern. | Wonderly

A woman with long blonde hair wearing an orange top laughs while holding a piece of food in one hand against a blue background. | Wonderly

Pink background with bold red text reading "ALIX TRAEGER" and smaller white text saying "embrace the mess," with a paint splatter over the "I" in "ALIX. | Wonderly

Website

We designed and developed a custom website for Alix that acts as both a content engine and a personality showcase. The layout supports multiple content streams, from cookbook promotion to videos and curated product recommendations, without feeling overwhelming. Bold visuals and dynamic graphic shapes create rhythm and movement, while intuitive navigation keeps everything easy to explore. The result is a digital home that feels as joyful and inviting as cooking in Alix’s kitchen.

A cookbook titled "Scratch That" by Alix Traeger is displayed next to text announcing its release, with fried chicken and splashes of sauce as background elements. | Wonderly

A green webpage section titled "Videos" with a search bar, filter button, and a featured video titled "TOUR OF TASTY" showing a smiling woman below. | Wonderly

A woman in an orange top smiles while holding a cookie, with text introducing her as Alix, a self-taught cook and digital creator, above a pink "Contact Me" button. | Wonderly

A woman smiles while holding up a biscuit, surrounded by food and a glass of wine, promoting her cooking and travel video series titled "Alix in Action. | Wonderly

A menu page titled "What's Inside" features photos of various dishes, a short description, and a list of six recipes including cookies, ribs, chicken wings, dip, sandwiches, and salad. | Wonderly

Woman in colorful top lounges on a pool float, eating fried food and adjusting her sunglasses, with clear blue water in the background. | Wonderly

Flavor first. Perfection optional.

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Katie Parla

April 27, 2023 by Wonderly

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Katie Parla

We partnered with Katie Parla to redesign her website so it aligned with the visual identity of her newest cookbook, Rome. We had originally designed her previous site to match Food of the Italian Islands, so this project was about evolving the digital experience while staying true to the core of her brand. The goal was to create a site that felt as rich and thoughtful as Katie’s work itself. It needed to reflect her expertise, her connection to place, and the visual world of the new book.

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A woman walks on a cobblestone street beside parked cars and old buildings, with a small religious shrine set into the wall behind her. | Wonderly

Services

Website Design & Development

Context

Katie’s work spans books, tours, editorial writing, and events, so her website acts as the central hub for everything she does. With the release of Rome, she wanted the site to reflect the book’s warmer palette, expressive typography, and more organic design language. This was not a full reinvention of her site, but a natural evolution. The aim was to bring the website into the same visual world as the new book while also improving flexibility for her expanding body of work.

Solution

We redesigned the site using warm, sun-washed tones, layered typography, and soft organic shapes inspired by the book’s design. The layout leans heavily on type so Katie’s voice and storytelling stay front and center, while subtle graphic elements add personality.

The result is a website that feels editorial but welcoming. It works as a companion to the book, a travel resource, and a home base for her brand, all in one place.

A woman in a black lace dress stands holding a book titled "ROME" in front of a display of stacked copies of the same book against a wooden wall. | Wonderly

For Katie, food is never just food. It’s history, place, people, and story all layered onto the plate, and her world invites you into all of it.

Website

Katie’s website now brings together her books, tours, writing, and shop in one cohesive experience. The design balances structure with warmth, making it easy to navigate while still feeling personal and immersive.

It reflects not just her latest book, but the broader world she has built through her work, one rooted in research, storytelling, and a deep love of Italian food culture.