THE SPICE AGE
BRAND DESCRIPTION
The Spice Age is a podcast about food, family, faith, and everyday life. Hosted by Chef Matt Toomey and Ian Thomas Hayes, it’s a space for honest conversations that go beyond cooking—getting into the routines, values, and experiences that shape how people live and eat.
SERVICE
Brand naming (The Spice Age), Logo design, Brand identity system, Visual direction for podcast, Brand concept development tied to origin and story, Alignment with existing Toomey Seasoning brand, Supporting brand assets for launch
BRINGING THE SPICE AGE PODCAST TO LIFE
We worked with Chef Matt Toomey to create The Spice Age as a natural extension of what he had already built with Toomey Seasoning. The goal wasn’t to make something separate, it was to carry the same story into a new format.
The name came out of that idea. “The Spice Age” felt like a simple way to describe what he’s about: getting back to real food, real ingredients, and the kind of cooking that brings people together.
From there, we designed the logo to feel connected to the Toomey Seasoning brand. Since we had already created that identity and website, we knew the foundation.
STRATEGY
A vibrant, creative podcast hosted by Matt Toomey and Ian Thomas Hayes about living a colorful, flavorful life. This show invites listeners into organic conversations with topics like food, music, and personal stories.
Note: This is not mainly about promoting the seasoning but building a lifestyle brand around creativity, food, music, and life stories.
MISSION
Promote a podcast where food, music, and life intersect to potentially inspire listeners to sprinkle the deliciousness into their own lives. Build a following to the Toomey’s brand without making it purely about the product. Create a community around the idea of bringing flavor to everyday life.
AUDIENCE
Food lovers seeking inspiration, flavor, and personality in their cooking
Creative minds (musicians, designers, storytellers, dreamers) who connect with culture and craft
Lifestyle seekers who enjoy real conversations about passion, process, and purpose
Fans of Matt and Ian, or those drawn to calm organic conversations.
