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Tasting Table

Statistics

Created: 10/10/08

Last Edited: 10/14/09

Appreciations: 129

Comments: 17

Project Info

Owners

Red Antler

Credits

Pro Am Inc

Tags

tasting table, new york, branding, strategy, design, web design, food, dining, wine, cocktails, restaurants, new york city

Attribution Non-commercial
No Derivatives

Project featured on 6/3/09

Fields: Strategy, Branding, Web Design

From: Red Antler's Portfolio

TastingTable.com

BRANDING Tasting Table is a free daily email about food culture in New York City. Before launch, Tasting Table had its concept in place - but the name and the brand that would surround it needed to be created. Getting the tone right was crucial, as the brand needed to convey a seriousness about food, without taking itself too seriously.To develop a brand for Tasting Table, we identified a target who takes pleasure in the culture of dining, even while recognizing its somewhat decadent nature. We wanted to reach these people with a brand that felt joyful and inviting - high-end without being elitist. We worked with ProAm to create a baroque, witty brand feel with lots of fun and flavor. We developed categories to organize the many topics to be covered by Tasting Table, and chose corresponding icons. We also gave the brand its name, to evoke a chef's tasting menu - small delicious bites that offer a taste of everything.