Designer
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Taste Branding

Penguin Random House

Taste is a new editorial site from Penguin Random House. It aims to bring the excellence of their cookbooks to a digital context.

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.

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.

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 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.

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.

A third direction leaned towards a more whimsical, vintage feeling. Collaged photo-illustration felt familiar, but modern.

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The final direction was informed by our many iterations, and landed in a place that felt tasteful and refined, but not too stuffy.

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.