Brand Management Case Study
Brand Design & Content Creation
In August 2024, I successfully completed an online course on Brand Management, authorized by the University of London and London Business School. To apply the concepts and strategies I learned, I chose to analyze my own product, resulting in this case study.
My Role: Brand Identity Designer and Strategist, and Product Owner and Content Creator
Compassionate Kitchen is a YouTube channel dedicated to promoting a plant-based lifestyle grounded in compassion, sustainability, and respect for all living beings. Guided by the slogan “Eat Well, Spend Less, Love Earth,” the channel features flavorful, budget-friendly recipes that show healthy, sustainable eating can be both accessible and delicious.
What sets the Compassionate Kitchen videos apart is its use of ASMR (Autonomous Sensory Meridian Response) to create a peaceful, sensory-rich viewing experience. Gentle sounds of chopping, sizzling, and stirring are captured with intention, offering a calming atmosphere that encourages mindfulness and appreciation for the cooking process. This approach reflects the brand’s deeper values—intentional living, simplicity, and harmony with the earth.
Vision
To spark global movement toward compassionate, plant-based living by proving that eating sustainably can be both affordable and irresistibly delicious. We aim to be a trusted source of inspiration, empowering everyday choices that nourish the body, respect all beings, and care for the planet.
Mission
To break the misconception that plant-based eating is costly or bland by sharing simple, budget-friendly recipes that are packed with flavor - and rooted in compassion. We empower people to make everyday food choices that feel good and do good.
Core Values
Compassion: We lead with kindness - toward people, animals, and the planet.
Affordability: We make plant-based living accessible, proving you can eat well without overspending.
Taste: Our meals are full of flavor and joy - because plant-based eating should be satisfying and delicious.
Sustainability: We encourage choices that reduce harm and foster long-term care for the Earth.
Brand Voice & Tone
Voice Style:
Warm, encouraging, non-judgemental, and practical.
We speak like a kind, knowledgeable friend. We avoid strict labels and instead invite people to explore a more compassionate lifestyle - one step, one recipe, one small change at a time.
Brand Behavior
Everything we create - from recipes to content to community interaction - is guided by our core values. We share content that's thoughtful and inclusive, advocate for eco-conscious habits, and respond to our audience with empathy and openness. Our recipes use seasonal ingredients, whole foods, and often highlight sustainable practices like reusing containers or reducing waste.