La Cocina is an SF local nonprofit organization that locates in the Mission district since 2005. It was inspired by the neighborhood’s high ethnic diversity and many small informal food businesses. They support various food entrepreneurs by cultivating them to formalize and grow their businesses and provides affordable kitchens to the participants. The successful participants will receive further assistance in the product, marketing, finance, and operations until the business completely launches.
The logo is inspired by the physical location and the district's relationship. It conveys La Cocina's non-profit organization’s profession as a business formalized with an approachable voice such as transforming, crafty, and diversity.
The map idea did not come to mind at the beginning of the creation process. However, there is an interesting typography treatment in my sketch that gave me a chance to connect to the physical map. It then became the basic system for the brand.