Brand Identity | UIUX Design | Social Media Strategy
The Asian Food Network Redesign
Asian Food Network is Asia-Pacific region’s leading focused TV channel. Previously known as Asian Food Channel, my team and I reimagined Asian Food Channel beyond television, with new features, a modern look and new brand promise.
We created a new digital-first approach to support their four million-strong online community, the channel promises a seamless digital and linear experience that offers entertainment, utility, and community for all asian food lovers.
The goal for this visual system redesign was to emphasize the core characteristics of the digital brand - genuine, credible, passionate and accessible and to make their core offerings easy to find.
Have You Eaten?
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01 / Project Overview
AFN communicates with the greater community primarily through social media, where new recipes and articles announcements would be made. Links to their Facebook, Instagram, Twitter, YouTube accounts are most of the time included in their social posts. On top of that, graphic artworks conveying recipe instructions are often also displayed on their major social media accounts.
02 / The Problem
AFC visual system was dated, cluttered, and lacked excitement. Recipe instructions were designed with space constraints, users could not easily access these recipes while making their meals, since AFC core offerings were not clearly emphasised.
How can we transform a paid television channel to a multi-platform digital content with a design system that is accessible, engaging, and organic?
03 Design Goals
1. Embody the core characteristics of Asian Food Network throughout all components of their visual design system.
2. Clearly emphasize primary recipes and mission statements on the home page.
3. Food, Culture, Now are core values that convey a sense of togetherness of AFN as a community in the Asian food culture.
Visual Design Focus
Digital, diverse, heart-warming through employment of refreshing colours, and a plethora of imagery collection relevant to making one feel hungry and inspired to cook.
Logo
The Asian Food Network logo was created from the network’s initials.
Slices - Diversity of races coming together forming a community.
Gradient - Diversity of cuisines that blends into each other’s culture.
Orange - Makes people feel welcome and when someone is comfortable, eating sounds like a good idea.
Red - Raises blood pressure, heart rate, and causes hunger to be prevalent.
