Dee Cooks Brand · Website · Ecommerce 2026 6 weeks

Dee Cooks:
an editorial site for a Lagos kitchen.

Built around the Wednesday Combo and a subscription model that flips the food-delivery script.

01 / The Brief

A Lagos kitchen
that wanted to feel like a magazine.

Dee is a Lagos chef-entrepreneur with a strong product — small chops, jollof, banana bread — and an Instagram audience ordering through DMs. The catering business was real. The infrastructure was not.

The brief was a site that didn't feel like a delivery app. Something closer to the cover of a Sunday food magazine. Plus a way to make Wednesdays special, and a path to convert one-off buyers into subscribers without sounding like a meal-kit company.

02 / The Approach

Editorial first.
Wednesday Combo at the centre.

We froze a palette of Signature Red, Red Deep, and Oxblood; paired Newsreader display with General Sans body; killed every rounded corner. The whole architecture was built around the Wednesday Combo — Parfait, Small Chops, and Mini Banana Bread, priced ₦8,000 one-off, ₦6,800 for subscribers — as a Tuesday-cutoff weekly event.

Subscription pricing sits in front of every menu item, every checkout, every email. The reader never has to ask whether subscribing is worth it; the page has already done the maths.

We used to lose customers to our competitors. Now, the customers tell us when our competitor is the wrong answer.
— Founder, Dee Cooks
The Work

Ten pages.
One subscription engine.

01 · Cover · The small chops shot
03 · Film · Brand reel
Dee Cooks · Bridal shower reel · 0:12
05 · Website · 10-page editorial + checkout
01 · Cover
03 · Brand reel
Dee Cooks · 0:12
05 · 10-page editorial site
03 / The Outcome

Subscriptions caught
inside the first week.

0%
Orders converted to subscribers · week 1
0
Editorial pages · no templates
0wks
Brief to launch · site + checkout + catering flow
0×
Repeat-order frequency vs pre-launch baseline
We used to lose customers to our competitors. Now, the customers tell us when our competitor is the wrong answer.
— Founder · Dee Cooks

Three months in, Wednesdays are Dee Cooks' biggest day by revenue and subscriber count. The kitchen schedules around the cutoff, not the orders. The catering flow runs itself.

Credits

  • Brand strategyKay'Cee · Kree8studios
  • Visual identityKree8 Visual
  • Website & CMSNext.js + Sanity · kree8studios development
  • Payments & subscriptionsPaystack integration
  • Brand filmKree8 Frame
  • Food photographyIremide Lawal · Lagos
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