Food2.comlaunches as a welcome addition to the Food Network family, taking an edgier approach to cooking and food. The focus is on a younger, hipper “Millenial” audience, which speaks to the overal design of the site. Both branding and design work were done collaboratively with Method and Scripps Networks. In Method’s own words, “The goal of the project was to create an authentic and credible experience through which users can interact with various food-related content and each other.” The backend development was handled by KickApps.
Everything is intentionally a little rough around the edges, from the text rag to the diagonal line use.
The exclusive video series episodes have a short and sweet flavor, running under 5 minutes. Kelsey & Spike Cook has an interesting dynamic between two different personalities (you probably know Spike from Top Chef and Kelsey from Next Food Network Star).
One of the most unique parts of the site itself is the rich integration of Facebook Connect. Using your Facebook login you can quickly sign in, create a Food2 profile, and start uploading tips and recipes to share with friends. Comments allow you to upload photos and embed videos, which you can then also add to your facebook (if you want). Oh, and don’t forget to save your favorite stuff, all of which you can do without registration. According to KickApps, “For members this provides a seamless gateway between the two sites and their two communities, and for Food2 it leverages its members’ social graph to social cast activity on Facebook, thus driving traffic.”
UPDATE: Scenes from the launch party:
The chefs prepare some tasty (mini) mutton sliders