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Poppy ThaxterCenter deliver a colourful, cheeky and eccentric identity for The Infatuation’s new era of dining
The Infatuation’s mission is very simple: to bring you the most honest and trustworthy opinions on where to eat around the world. Thanks to its savvy assessments of the worldwide food scene, the site boasts a cult-like following; priding itself as the most trustworthy recommendation platform. Looking for a brand refresh, The Infatuation turned to Brooklyn-based brand and design company Center to create an identity that celebrates the heart and soul of their website; its voice. The result is an unapologetically loud visual system that embodies The Infatuation’s joyful, witty and exuberant character throughout its graphic language.
Only one typeface is used throughout the identity, and that’s National 2. The family, by Klim Type Foundry, was chosen because “its friendly, quirky forms come as part of an enormous family of weights and widths,” Founder Alex Center explains, “that flex according to the tone of the content.” In order to achieve this, the team “built a multi-volume typographic system that – like the best tasting menu – can range from enticing editorial copy to the most acerbic ad campaign and every creative need in between.”
Among the eye-catching features of their website, the company’s logo is hard to ignore; a cartoon ham leg superimposed within a megaphone. The illustrative logo encapsulates the personality of The Infatuation, as well as the amplified voice of the food scene.
The Infatuation goes beyond rigid, formulaic recommendation websites and reflects the joy of discovery. “Food culture is vibrant,” Center tells us. “Dining out is all about human connection, shared experience and the excitement that comes from trying something new.” The studio chose to reflect this with a striking use of colour. “To that end, we amped up The Infatuation’s signature blue,” he explains, “and paired it with a neon-infused colour palette that contrasts with rich food and environmental photography.”
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