Troika Helps Refresh Food Network
New York, NY -- Food Network kick-starts the New Year with a new look. Beginning Sunday, January 6th the revamped look will begin its roll-out, bringing a new energy to the network’s air with an updated logo and graphics package. The refresh comes just as Food Network readies to celebrate its twentieth year of programming. Food has grown into a global obsession as well as a means of expression and Food Network has been the driving force, entertaining and empowering the television audience to take-in and taste all that food has to offer.
Food Network’s refresh strategy aims to inspire new ways of connecting to the beloved brand while also preserving what fans have come to know and trust, truly reflecting the power brand’s evolution over the last two decades. The new Food Network look will first be seen on-air followed in the coming months by a roll-out across all brand assets on all platforms, including the highly trafficked FoodNetwork.com, the record-breaking and hugely successful Food Network Magazine as well as all current and future brand extensions.
“Looking to excite our audience, the refresh strategy was to reinvigorate our loyal fan-base as we celebrate entering our twentieth year,” says Susie Fogelson, Senior Vice President, Marketing and Brand Strategy, Food Network and Cooking Channel. “Food Network has grown and we wanted to freshen-up our look and energy to better reflect our evolution into a broader, multi-platform entertainment brand.”
The last time Food Network made changes to the brand look was back in 1997. Since that time, Food Network has grown from 19 million subscribers, to today, currently available in more than 100 million households. First launched in November 1993, Food Network positioned itself as a unique lifestyle network; together with the website and magazine, the brand connects viewers to the power and joy of food, striving to be audiences’ best friend in food and committed to leading by teaching, inspiring, empowering and entertaining through on-air talent and on and off-air expertise. Food Network’s success led to a necessity to establish a second network, Cooking Channel, which launched in May 2010.
Food Network worked with Hollywood-based branding agency Troika to bring the refresh strategy and identity to air.
Said Dale Everett, Creative Director at Troika, “Food Network has a very devoted audience, so it was a great challenge and opportunity to develop a refresh strategy and subsequent logo and identity that both appeals to the network’s core viewers, and evolves the focus of the network from what’s on the plate to the vibrant world and characters around the table. This was accomplished through a ‘Characters and Stories’ concept that delivers the Food Network’s signature personalities through an flexible identity system highlighting the network’s iconic show and genre-specific imagery.”