Art direction, Design, Illustration
As Australia’s #2 recipe website, BestRecipes.com.au was doing well, but the audience wasn’t growing. Social media was attracting a new, younger demographic, but once they arrived at the site they would leave immediately. Advertisers appreciated its solid fan base, but weren’t enthusiastic about aligning with the dated branding. So along with a complete website rehaul (view the UX Case study here), it was time for a brand refresh.
The old brand
Accessible, approachable, comfortable, grandma-friendly, no fuss, throwback
The new brand
Down-to-earth, fresh, friendly, reliable, vibrant, welcoming, wholesome
First came a new name ‘Australia’s Best Recipes’, then came a new logo. New colour palettes, fonts, an icon library, and illustrated gifs came together to create a beautiful new Best Recipes and a visual identity everyone was proud of.