Singapore – In celebration of Asian Food Channel’s (AFC) 10th anniversary, parent company Scripps Networks Interactive has unveiled a refreshed logo, as well as a new channel look and feel. As Asia’s first food-focused channel, AFC pays homage to the joy of food at the heart of the Asian culture. This is the channel’s first brand refresh since its launch in 2005.
Asian Food Channel
“As a leader in lifestyle programming, Scripps Networks Interactive owns the food category in Asia with iconic lifestyle brands such as Asian Food Channel and Food Network. People are drawn here because of the rich food culture, and AFC is a platform that celebrates all that the region has to offer,” said Derek Chang, managing director of the company’s Asia Pacific region. “AFC has built a strong viewership in 12 territories across Asia and we will continue to fulfil our viewers’ demands with new and exciting original content and initiatives, including refreshing over 200 hours of programming. This is in line with plans to expand our presence in the region.”
On the brand refresh, CheeK, head of creative, content and marketing said, “The refreshed AFC look and feel will enrich the brand, combining the proud heritage with new contemporary features. The logo and on-air design will have a stronger and bolder identity, reflecting the channel’s growing sophistication and will set the direction of our programming. We aim to provide our loyal viewers with a new and exciting viewing experience while appealing to new audiences as well.”
“The unique slice of colour in the new AFC logo provides viewers a chance to be creative with the brand, and interpret the symbolism of the design based on their own personal food journey. The circles intersecting the logo exemplify the diversity of AFC’s content and when animated, take on the action of sprinkling the brand with garnishing and flavours,” CheeK added.
In tandem with the refreshed AFC brand, the network will launch a regional talent search called Food Hero in June. Food Hero is the first cross-channel initiative to launch on the Asian Food Channel and Food Network. The search aims to discover two talented individuals in Asia who are passionate about food, travel and life. The initiative will be driven online and on-air, with plans to groom the winners as new faces of the network.