How a Rebrand Helped This Family-Focused Culinary Studio Find Its Flavor!
When Now You’re Cooking first launched, their logo featured the initials NYC alongside a New York City skyline. At the time, it felt bold, fun, and exciting but there was one little problem. People kept assuming they were based in New York. The reality, the company is proudly rooted in Virginia. After fielding one too many confused questions, co-founders Debra and her twin sister Dedra knew it was time for a change.
They wanted their brand to reflect who they truly were—fun, approachable, and community-minded, with a clear focus on kids. Today, 85% of their customers are children, and that mission is something the sisters don’t take lightly. “Having the freedom to decide who we serve keeps us going every day,” Debra says. “And giving back to the community is a huge part of what we do.”
A Culinary Calling
Now You’re Cooking has been around for over 13 years. Dedra, a former culinary arts teacher, decided to stay local when her school relocated. Instead of moving, she and her sister started teaching cooking classes out of churches. Their original idea was to work with busy moms struggling to answer the eternal question: What’s for dinner?
But something shifted.
They noticed that moms rarely took time for themselves. Meanwhile, kids were eager to learn and absolutely thrived in the kitchen. So, the business pivoted. They began focusing on young chefs and what they could empower them to create. The result? A business model that’s both fulfilling and sustainable.
Rebranding the Right Way
When it came time to refresh the brand, they knew they needed a logo that was not only clean and fun, but practical. Between their summer camps, after-school programs, and community classes, the design needed to work across t-shirts, aprons, chef hats, menus, social media, and more.
“We didn’t really have any tools when we started,” Debra admits. “We just trusted our designer.” That trust paid off and they ended up with a brand that truly feels like them.
Cooking Up Creativity
From day one, Now You’re Cooking has stayed on top of trends that resonate with kids. Recently, they hosted a copycat Pop-Tart class, complete with taste tests and homemade creations. It's clever ideas like this that keep their offerings fresh and keep the kids coming back for more.
Lessons from the Journey
Looking back, one of their biggest takeaways is the importance of building a strong foundation, especially when it comes to the not-so-fun parts of running a business. “Admin, taxes and payroll, those things are not glamorous, but you have to know it if you want to succeed,” Debra says.
When asked what advice she’d give her younger self? Stick to the plan. “It’s okay to tweak things,” she says, “but don’t completely change just to please customers.”
And what feels like the biggest win?
Without hesitation: “Making payroll, and making sure I’m included in payroll, that feels like winning.” (If you’re a small business owner, you know exactly what she means.)
What’s Next?
The future of Now You’re Cooking includes expanding their digital presence with YouTube classes and virtual content that gets even more people excited about getting into the kitchen.
Their advice to other entrepreneurs?
“Trust the professionals. Invest in your brand, it’s worth it.”
