Jack’s Wife Freda Cookbook

A love letter for food, from Jack's Wife Freda.

The Jack’s Wife Freda cookbook brings the beloved flavors and stories of the iconic NYC café into kitchens everywhere.

Inspired by the warm hospitality and rich heritage of the brand’s matriarch, Freda, the cookbook is a celebration of family, culture, and connection. The design reflects the restaurant’s charm with playful typography, nostalgic illustrations, and inviting layouts. Recipes are paired with heartfelt anecdotes, creating a sense of intimacy and community, much like a seat at Freda’s table. Every detail reflects the thoughtful, quirky personality that has made the brand a cult favorite.

This cookbook extends the Jack’s Wife Freda experience beyond the café as a keepsake for those who cherish the experience of Jack’s Wife Freda and want to bring it home.

What we did

  • Art Direction, Photography & Video
  • Verbal Identity and Messaging
  • Visual Identity System
  • Print & Digital Campaigns
  • Print Design
  • Brand Personality & Voice