Home Kitchen
A New Recipe for Change
Improving lives one meal at a time
Making the exclusive, inclusive
Home Kitchen is a not-for-profit restaurant and social impact program that employs, trains and empowers individuals who have experienced homelessness.
Originally developed with a consortium of catering-world luminaries which included Michelin-stared chef Adam Simmonds, Home Kitchen believes that meaningful work can be a powerful way to break the cycle of homelessness.
Every night in the UK, more than 274,000 people face homelessness, with 180,000 of them in London. Home Kitchen was established to address this issue and combat the stigma surrounding it.
frog collaborated with Home Kitchen to shape the proposition, design and launch their brand. We understood that to make a real difference, the brand needed to foster genuine trust and hope, not just be compelling.
Instead of focusing solely on the menu, we highlighted the journeys of the individuals behind every meal, showcasing staff building their futures one plate at a time.
We crafted each element—from the logo and menu design to the restaurant interior—to reflect Home Kitchen’s mission. Digital and social media strategies showcased the lives touched by the project and through every detail, we communicated that Home Kitchen wasn’t just about dining, it was about building brighter futures, together.
frog played an instrumental role in shaping Home Kitchen’s brand identity—not just creating how it looks, but helping define what it stands for. Their vision and creativity gave us the confidence to take a more distinctive path and the result is a brand that’s already shifting perceptions of homelessness and creating new opportunities for those who need them most.
Cuisine with a conscience
Project highlights
Challenge
Meals with a mission
The task was to inspire diners with a brand that could break down stigmas around homelessness. This meant connecting emotionally with audiences, mixing great food with stories of opportunity and community.
Solution
Dining and dignity
We created a brand that speaks with warmth and purpose. By using storytelling and community-focused design, we highlighted the lives transformed by Home Kitchen, making them central to its identity.
Outcome
Taste for transformation
Home Kitchen’s brand has drawn international media attention and public endorsement. It has also raised over £450,000 in investment, helping it grow beyond a restaurant into a movement with lasting social impact.
Home Kitchen helps members of the homeless community to kickstart their careers in the hospitality industry.
Home Kitchen helps members of the homeless community to kickstart their careers in the hospitality industry.
Home Kitchen’s first restaurant is in Primrose Hill, London.
A platform for change
Designing Home Kitchen’s brand meant navigating complex perceptions of homelessness and conveying a message in a way that was both welcoming and transformative.
By making real stories the foundation of Home Kitchen’s voice, we showed that that Home Kitchen isn’t just about the restaurant experience—it is about building brighter futures together.
The brand’s success has led to plans for expansion, setting up a model for meaningful employment in other cities.
The restaurant has become a symbol of resilience and hope, where every meal served has the potential to transform the course of someone’s life.
Home Kitchen has received media coverage from The New York Times, The Guardian, BBC television and more.
