Building a food brand designed to move between content, culture, and commerce.

FOX Entertainment and Studio Ramsay Global saw an opportunity to turn Gordon Ramsay’s enormous audience and authority in food into something bigger than a television franchise.

I worked on the strategy and creation of Bite, a new global food and entertainment brand built to connect content, products, partnerships, publishing, and live experiences under one idea.

The challenge was creating a brand broad enough to support a growing commercial ecosystem, but distinctive enough to feel like more than another food media platform. We defined the positioning, audience opportunity, brand architecture, name, and verbal identity, creating a foundation that could stretch from digital programming and creator-led content to consumer products and brand partnerships.

The result was a flexible platform designed to turn an existing fandom into a larger world people could watch, follow, buy into, and participate in.

Brand Strategy / Positioning / Naming / Brand Architecture / Audience Strategy / Tone of Voice