The Road to Boki’s Kitchen - Part 2 - The Rebrand
The road to Boki's Kitchen was paved with lasagnas, peach pies, and a lot of late nights. In January of 2020, I started thinking about what it could look like to spend more time in the kitchen with my Mom. I started a Facebook page and named it Neisen Catering. After Bob and I wed, we changed the name to K-Bob's Country Cuisine, signifying Bob and my partnership with Mom. By 2022, I realized the road to a sustainable brand required a different kind of map. The 'frozen meal' era was over; time to step into the spotlight as the full-service catering company we always have been. Mom was interested in retiring, so Bob and I decided what the future would look like from that moment.
The gravel road was the same, but the view from the driver's seat wasn't as the years went by. I had shifted. While the food we created spoke warmth, tradition, and the care learned in nursing, my brand felt stuck in the 'frozen meal' phase of 2020. It didn't tell the full story of the woman behind the apron. I needed help translating our story into a visual identity that would stand the test of time and align with my vision. I knew I needed to take action towards something.
In April of 2022, Sam Belshaw, a mutual friend, introduced me to Kirstin Protsman at Rae Design. Our first conversation didn’t feel like a business meeting— it was more like finding a kindred spirit. We instantly connected on the hardships of life and entrepreneurship, and we became fast friends. I never felt pressured to rebrand. I had a lot of questions for her (which she was so kind and patient in answering). Coming from the medical field, I struggled to understand why a solid brand mattered so much. I'm grateful Kirstin helped me understand the how and why of branding. Together we came up with what I needed—a brand that felt as warm and welcoming as the food we served.
Kirstin didn't come out and ask me what colors I liked or what fonts I preferred. She asked me about me. She wanted to know about the my time at the clinic, the panic of the 2020 lockdown, and the joy of feeding my community. She listened intently as I talked about the precision I learned in nursing and the creativity I found in the kitchen. She listened as I told her about the people I cook for.
'Niki,' she said at one point, 'your brand isn't only about food. It's about care and service. The same compassion, love, and care you showed your patients, you now show to others through food.'
That was the moment it clicked. I realized I didn't want just a logo; I wanted a visual representation of that care. We talked about the warmth of a home-cooked meal, my connection to the community and agriculture, and Kirstin took all of those threads—the rustic farm girl, the professional working in the medical field, the nurturing spirit I am to my core—and wove them together into cohesive and memorable brand visuals.
When Kirstin showed me what words came through for her for my brand’s heart, I had instant tears. Until that point in my life, I never saw myself through this lens that many others were seeing me through. Branding was an emotional experience for me.
Although I’ve expanded my previous black-and-white thinking, at the time design felt subjective. When I saw the final brand identity, I didn't just see a logo (the thing I thought I needed). I saw the story. The colors were bright, inviting, and fun. The typography was exciting and trustworthy. Overall, the feel was exactly what I’d been searching for without knowing how to describe it. It was Boki's Kitchen, fully realized.
To this day, Kirstin and I are great friends and co-creators. Leaning into her natural creativity and being able to tailor the vision has been fun as we embark on what we are creating next. For 2026, that’s Boki’s visual representation and helping us capture our wholesome meals, recipes, and desserts the way they deserve.
To anyone considering any type of branding work, I highly recommend Kirstin at Rae Design. Check out her website or follow her on socials (Facebook and IG) and Linkedin— she loves making new connections and is always willing to help!
PS: Check out Kirstin’s POV working together here!