Food Reporter

Food Reporter is a leading Dutch multimedia chef community focused on high-end gastronomy, showcasing trends, events, and culinary talent through video and events.

Art direction w/wearemorse

Branding
Redesign

Social Media Design

The Brand

The brand new identity was inspired by a triple goal. FoodReporter aimed to create a video-on-demand system similar to Netflix that could be accessed via TV and Apps and of course on Instagram. Additionally, the launch of several new series required a unified identity, and the project owner, Bidfood, needed a legally protected logo.

I built on the original plate motif, extending it with a set of icons tied to the sub-brands. Following a rigorous legal process, we introduced a distinctive, legally defensible microphone symbol as the core mark. This anchors the identity, while FoodReporter and its sub-brands—such as New Chefs on the block, Norbert in the Kitchen and Wine Tour in Heaven—operate with their own bespoke logotypes.

My vision for the new FoodReporter identity was to create a dynamic graphic system capable of seamlessly integrating series and film content into a cohesive whole. The main FoodReporter line uses a flexible, highly adaptable outstanding template system, while the signature sub-channels follow a more minimal structure, each defined by a specific color from the brand guidelines.

To achieve this, I developed unique layouts for the independent FoodReporter films that showcased the breadth and depth of the gastronomic world. These layouts were designed to be visually striking and engaging, drawing the viewer in and creating an immersive experience.

Held annually, the event spans an entire weekend, with each category culminating in a selected winner.

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