Taste is a new editorial site from Penguin Random House. It aims to bring the excellence of their cookbooks to a digital context.
We were tasked with creating a brand that would convey the quality of their content, and attract the sort of audience that sees food as a lifestyle and an expression of creativity.
(Above: Our process started with lots of interviews, and lots and lots of inspiration gathering)
Some of my early explorations took inspiration from trends in high-end plating design, following the metaphor of food as art in a painterly direction.
Another direction turned up the "luxe" dial with metallic finishes. Speckled patterns and an icon fondly referred to as the "noodle fork" kept it from feeling too rarified.
A third direction leaned towards a more whimsical, vintage feeling. Collaged photo-illustration felt familiar, but modern.
The final direction was informed by our many iterations, and landed in a place that felt tasteful and refined, but not too stuffy.
This direction informed the look and feel of Taste's website, which is launching soon.
I worked with creative director Scott Dasse on this project.