Fanjoy Culinary + Wellness Centre
SECTOR - Health and Wellness
SERVICES - Brand Strategy, Visual Identity, Website Design
IN THE NEWS - SheEO Canadian Venture 2021, Vital Voices GROW Global Women’s Entrepreneurship Fellow 2021, BMO Celebrating Canadian Women Grant Recipient 2020, Rhyze Ventures Social Enterprise WINNER 2020
Build brand consistency
Align multiple segments
Simplify the design approach
Create a cohesive design system
Grow awareness
Amplify emotional connection to the brand
PROJECT GOALS
THE REQUEST
Help long time client, Chopped Chef Canada Champion Chef Pam Fanjoy, reframe her existing restaurant brand as more therapy-centric and community focussed.
THE RESULTS
I partnered with Chef Pam, also a Registered Social Worker, as she reimagined her business model, expanding from a restaurant and separate therapy practice, into a full culinary and wellness centre. Together, we defined a brand strategy that captured her mission of blending food, healing, and social impact.
From there, I developed a warm and engaging visual identity that communicated Chef Pam’s unique vision. The brand was extended into collateral and a website that told Fanjoy’s story clearly, welcomed diverse audiences, and positioned the centre as a leader.
The result is a cohesive brand and digital presence that reflects Fanjoy’s values and helps the organization connect meaningfully with the community it serves. Fanjoy Culinary + Wellness Centre carved out a new category. The brand owns a relevant part the mental health space while also translating food and cooking into an immersive, healing experience. Fanjoy Culinary + Wellness Centre is disrupting the scene with programs and counselling that revolutionize how mental health services and life skills training are delivered in our communities.
