Food2
A new platform from Scripps Networks, Food2 offers a mix of original video programs, food-related challenges, how-to guides, tips, and recipes geared toward the post-college/pre-parenthood demographic. Food2 brings an irreverent and fresh angle to all things food and drink related.
Challenge
Scripps engaged Method to create the Food2 brand identity, visual language system, and user experience design for the new website. The goal of the project was to create an authentic and credible experience through which users could interact with various food-related content and other community members.
Approach
Method developed a brand language that is youthful and bold, mirroring the content on the site. Food2's energy is reflected through the graphic container shapes and the high-contrast black and orange palette.
The user experience design of Food2.com encourages discovery, self-expression, and innovation. The site features extensive commenting and sharing features, along with recipe forums, robust search across content types, and tips on etiquette and preparation techniques. Users are also given the chance to co-create the content on the site by uploading their own videos in response to challenges and recipes.
Outcome
The resulting Food2 brand and website is hip and lively, fitting with their demographic. The website gives the inside scoop on food trends, cocktail culture, and entertaining and encourages users to create and share content. Food2.com was awarded a Nominee for TV by the Pixel Awards shortly after its launch in 2009.
