My wife Molly Soudant is an amazing woman, and also an amazing chef. When she finally decided to launch her cooking blog, I was thrilled to be able to participate by helping her create her brand, A Table, Chair. Her vision for the brand was one of a straightforward aesthetic: many bespoke food blogs and associated properties are definitionally feminine, personal, and about the concept of "home". Molly is awesome, and hence, wanted nothing to do with that shit. She wanted a brand that communicated what she views her food to be: art.