Bite

FOX and Gordon Ramsay have a longstanding relationship that has produced global culinary mega-hits including Masterchef, Hell’s Kitchen, Kitchen Nightmares, and Next Level Chef.

To launch a new global food brand with the weight of the world’s most recognizable chef and an entertainment powerhouse, all strategic and creative decisions were rooted in spotlighting and taking their shared DNA to new heights: a relentless desire to push boundaries, break through culture, and connect a diverse spectrum of food and personalities with the full spectrum of people and tastes around the world.

Bite empowers you to take your relationship with food to new heights by feeding curiosity and inviting everyone to the table. By connecting people with their culinary passions, we set the lofty goal of making life better, food easier, and the world more flavorful.

No matter what you’re into or what your relationship with food is, Bite has something for you. From college students looking to up their ramen game to true epicureans, seasoned home cooks to parents looking for a new lunch idea, we positioned Bite as the destination for content, experiences, and products that meet you wherever you are on your food journey.

In a food landscape saturated with cozy, warm, lifestyle-based brands, Bite stands in stark contrast through a bold, attitude-forward name that simultaneously alludes to our category of expertise and establishes our attitude-forward personality.

Short, punchy, and spicy, the name is a nod to FOX’s maverick spirit and Gordon Ramsay’s biting, in-your-face personality. But more than that, it’s a call-to-action for audiences to dig into whatever they’re into and take a bite out of life.

The Bite logo is built to be attention-grabbing yet approachable, bringing the brand’s ethos to life with bold typography while catering to a wide spectrum of personal tastes and interests through a custom garnish system that replaces the tittle of the “i.”

Anchored by a signature mustard garnish, the hero logo is bright and poppy. But with a library of CG garnishes to choose from— hummus, pesto, cranberries, ketchup, and more—the logo can transform and be personalized for a bevy of tastes and flavors.

All of these garnishes come together in a hero logo animation, showcasing the full spectrum of what you can discover with Bite.

The Bite identity is built around the creative concept “Find Your Flavor,” which invites everyone to get their hands dirty with food by embracing the beautiful imperfections of home-cooked meals. Brand patterns are crafted from abstracted food shapes, creating a colorful tapestry of all kinds of ingredients and flavors for every type of food lover.

In motion, the identity features sharp, staccato movements that align with the brand’s bold personalities and content. To further bring the brand strategy to life, animations bring to life the process of leveling up, honing your craft, and adding to your repertoire.

The Bite brand was first unveiled at the FOX 2023 Upfronts in New York City. To build anticipation and buzz we developed a series of out-of-home posters that were set up on the blocks surrounding the event space. The modular system featured different foods and flavors paired with a copy line to generate intrigue and inspire passersby to scan a QR code. And to clarify what, exactly, Bite is, the hero line “Watch. Explore. Cook.” was featured on all creative.

In tandem with the OOH campaign, we also developed a teaser spot that Gordon Ramsay shared with his millions of followers across his social channels. The spot is cut to a staccato symphony of kitchen noises and imagery, interspersed with the logo throughout to drive brand attribution. Of course, no spot involving Gordon would be complete without a signature “bleep button” moment, which we incorporated at the end to drive home Bite’s attitude and spirit.