Preschool Chefs’ Club

I developed and art directed the visual identity for America's Test Kitchen's Preschool Chefs' Club, a monthly subscription program introducing children ages 3–5 to the joys of cooking. Through a colorful cast of characters, illustrated recipes, storybooks, games, and hands-on activities, I created a cohesive visual world that makes learning about food approachable, engaging, and fun.

ROLE

Art Direction, Visual Identity, Illustration, Design

CLIENT

America’s Test Kitchen

DELIVERABLES

Brand Identity, Character Design, Recipe Cards, Storybooks, Educational Games, Activity Materials

THE ASK

Create a distinct identity for a younger audience

Following the success of Young Chefs' Club, America's Test Kitchen set out to introduce an even younger audience to cooking through a new subscription experience designed specifically for preschoolers.

The challenge was to create a distinct visual identity that felt fresh and imaginative for children ages 3–5 while maintaining a recognizable connection to the trusted America's Test Kitchen brand.

The system needed to do more than look playful. It had to make recipes approachable for emerging readers, support hands-on learning, and work across a wide range of formats and monthly themes.

The goal: Build a flexible visual world that invites young children to explore food with curiosity, confidence, and a sense of independence.

Young Chefs' Club
Preschool Chefs' Club

Bringing the kitchen to life

BUILDING THE VISUAL IDENTITY

I built the visual identity around a cast of friendly, expressive kitchen-tool characters, transforming familiar everyday objects into playful companions for young cooks.

Simple shapes, exaggerated expressions, and a bright, inviting color palette give the characters an approachable personality while keeping them easy to recognize across different sizes and formats.

The illustration style was designed to feel energetic and imaginative without overwhelming the content. By pairing expressive characters with clear layouts and accessible visual instructions, I created a flexible system that balances personality with practical communication.

YCC character lineup

4/5 characters featured in the Young Chefs’ Club subscription box series would not appear in the Preschool Chefs’ Club, however, it was important that there be visual harmony and continuity with the new characters.
Character lineup V1
Character lineup V2
Final character variations

THE work

Recipes, stories, games, and more

Each monthly box includes a mix of illustrated recipe cards, a storybook, kitchen activities, and hands-on play. I designed and illustrated the core materials, from characters and layouts to step-by-step visuals, ensuring a cohesive experience.

featured game

Cluck, Cluck, Match

Cluck, Cluck, Match is a simple, engaging memory game designed for preschoolers. I illustrated a group of friendly chickens using bold shapes and expressive detail that are easy for young children to recognize. The game encourages observation, memory, and early matching skills in a playful way.

STORYBOOKS

New adventures in every box

Each month includes an original storybook that follows that boxes theme through an engaging social story. I illustrated the books with expressive, sequential art that keeps young readers engaged. The stories build confidence and connect naturally to the recipes and activities in the box.