THE HEALTH LOVE SOUL KITCHEN
HLS Kitchen is a fast-casual, soul-spot and smoothie bar serving up fresh, flavorful, healthy-ish bites in Maplewood, NJ.
Best known locally for their kickin’ chicken seasoning and sweet potato fries you’d betray your best friend for, HLS came to Wonder & Co. in 2022, looking to shed their juice bar + grill image in favor of a more vivid and simplified celebration of what they do best. We focused on clear customer communication at every stage, and equipped the brand to grow far beyond their single location in the years to come.
Scope of Work
Brand Voice
Brand Design
Packaging + Signage
BRAND PERSONALITY
Proud
Transparent
Bold
WRITING SAMPLE: About Us
On our menu, meat-eaters and vegetarians alike will find something to love, because we thought of each of you when we designed it.
We source ingredients that fuel your body and flirt with your taste buds. We craft recipes with bold flavors, all the right textures and no shortage of greens - if that’s your thing. Everything from our crowd favorite smoothies to our delicious wraps is prepared daily and made fresh to order, and we’re proud to serve quality food you can feel good about. Have a seat or take us home, either way we promise you warmth and good vibes from our service to your plate.Since our opening in 2001, we’ve been on a mission to put health, love, and soul back into every meal we make. Let us be your one-stop shop for the savory and the sweet, the good for you and good to look forward to. And remember, in this kitchen there are no wrong choices - just the ones that make you feel good.
HLS Kitchen
For the healthy-ish.
“From the onset, Wonder & Co. was very organized! They not only had a wealth of knowledge regarding the subject matter, they also showed great understanding of the needs and work environment of a small business owner. They provided a very safe space to explore creatively while providing insightful feedback, which fostered the development of a vision we truly owned!
