Niki Nichols, Boki’s Kitchen
A new business name, brand identity, and brand strategy for a family-owned catering and meal service.
about the project
Niki Nichols is the visionary and head chef at Boki’s Kitchen. When they got in touch about my branding services, they were feeling overwhelmed about how to move their business forward and wanted to figure out what to do next in addition to a rebrand and name change. During our time together, we honed in on Niki’s unique personality and her commitment to providing wholesome, comforting meals for busy families. By the end of our time together, we had created a vibrant, original brand that perfectly reflects Niki’s personality and supports her mission of serving wholesome, fulfilling food to her community.
First, a bit of context
Before working with me, Niki was feeling overwhelmed and unsure of how to move her business forward.
She had been experimenting with different branding ideas on her own–playing with colors, switching the business’s name, and exploring the different products and services they’d offer–but it only left her feeling frustrated and unsure of the direction she wanted for Boki’s Kitchen, known as K’bob’s Country Cuisine at the time.
When Niki came to me she was exploring what a rebrand meant and might look like for her as she fully took over the family business.
She wanted Boki’s Kitchen to reflect her personal vision and the values that matter most to her: connecting humans over wholesome food, friendly vibes, and building an efficient, sustainable business.
Her goal was to develop a brand that felt vibrant, welcoming, and aligned with her commitment to serving wholesome, comforting meals for busy families in her community.
Beyond a visual rebrand, Niki was looking for a brand identity and strategy that would help her feel clear and confident in what she is putting out into the world and how she would move forward with the ideas she’s been stewing on but not acting on. She wanted a brand that made it easier for her to “show up” for her customers in the way they deserve.
By creating a foundation for her brand, she was excited to feel more focused and organized, allowing her to grow and evolve Boki’s Kitchen with clarity and purpose.
In the end, Niki hoped to achieve an original brand identity, a deeper connection with her customers , and a clear vision for the future of Boki’s Kitchen.
Before the rebrand and name change: 
Rae Design’s Solution
After chatting with Niki, we decided that our Identity Innovator package would be the best fit to bring her vision to life. This would allow us to do a full rebrand, including a new business name, create a cohesive visual identity, and a detailed brand strategy that clearly outlined her goals, values, and who her buyers are.
During our partnership, we helped the client build a foundation that authentically represents her warmth and dedication to her community and celebrations. I equipped her with the tools to confidently move forward in her business–an original, vibrant brand, how to utilize her new brand identity, organized her Canva brand kit, created a social media calendar to help launch and promote the new brand, and a brand strategy that guides business decisions and new projects.
New Business Name
Niki wanted a name that reflected her personal journey and commitment to family, community, and quality. She didn’t love her business name so we decided now was the time to change to a name that resonated more with her.
Boki’s Kitchen was chosen because it was an already familiar nickname combining Niki and Bob’s first names. It felt warm and personal, connecting with her roots and emphasizing the kitchen as a place of gathering and comfort. This name carried forward the story of her family business while giving it a fresh identity that resonated with her and spoke more directly to her target audience of busy families.
Brand Strategy
Niki needed more than visuals–she needed a strategy to communicate her brand’s heart. I created a comprehensive plan defining her brand voice, audience personas, and content strategies, allowing her to show up consistently and resonate with busy families seeking easy, quality, home-cooked meals. This strategic guide provided her with the clarity and confidence she was looking for to move forward, experiment with and tighten up her offerings.
Visual Brand Identity
To match Niki’s friendly and vibrant energy, I developed a visual brand identity with bold, eye-catching colors and approachable design elements. These choices represented her welcoming, friendly nature and underscored her commitment to wholesome food. The brand identity included a primary logo, secondary logo, icon, color palette, and typography that reinforced Boki’s Kitchen values and could be applied across all customer touchpoints.
From “Meh” to “Holy Wow!”
By the end of our partnership, Niki’s business had transformed from uncertain and incomplete to a vibrant, cohesive brand she felt proud to represent. The value of this transformation was impactful.
Some project highlights include:
Boosted Confidence: Niki now felt secure and excited to present her brand, which reflected her authentic vision.
Increased Clarity: With a solid brand strategy, she knew how to communicate effectively with her audience and now has a clear path forward.
Time Saved: An organized Canva brand kit and social media calendar streamlined her marketing efforts.
Engagement Growth: A more inviting and professional brand led to stronger connections with her community.
Continuing Partnership
Since the initial rebrand, I’ve continued working closely with Niki to ensure Boki’s Kitchen thrives and adapts as her business evolves. Our ongoing consultancy focuses on extending the brand’s strengths and maintaining consistency across all channels. This ongoing partnership focuses on:
Social Media Content Planning: Strategizing themes and creating calendars to maintain consistency and to inform and engage her audience effectively.
Graphic Design Support: Developing templates and materials within Canva so Niki can easily access, use, and update them.
Product Photography: Establishing a cohesive style to enhance brand recognition and showcase the meals’ appeal.
Strategic Planning: Collaborating on future projects and marketing initiatives that align with her short- and long-term goals.
These continued efforts have solidified Boki’s Kitchen as a trusted brand and have provided Niki with ongoing support to navigate new opportunities confidently.
“Kirstin has a way of putting together visions for people.”
If you are looking for YOUR ORIGINAL brand... talk to Kirstin. If you are looking for something pretty and surface level–don't waste her time. She is here for brands that want to stand out and whose story wants to be told. She and the people she works with are the face of authenticity in business.
Kirstin has a way of putting together visions for people. She took what was swirling in my head and created something absolutely beautiful that reflects my business in a way that feels aligned with my goals and who I am.
— Niki Nichols, Owner, Boki’s KitchenCurious about what a strategic brand transformation could do for your business?
Create an original brand that feels authentic, stands out, and resonates deeply with your audience. Whether you’re looking for a fresh start or a strategy that aligns all the moving parts of your brand, let’s team up to build something that represents your vision, down to the last detail.