The next summer Direct to the Palate turns 17 years old and will celebrate his birthday with a renewed image and a small name change: the first of many innovations to make a medium even more useful for all who visit it.
The veteran gastronomy page, today part of the Webedia group, has spent more than five years as undisputed leader of food information in Spain (with a consolidated audience of more than seven million unique users in Spain, according to Comscore), but it has not changed its image for just a decade. And it was time for a good face wash.
To reimagine the new visual identity of Direct to the Palate we did not want to stay only in the part of preparation and recipes, but to focus on something much more inclusive such as the passion for food.
We were looking for a new identity that encompassed all kinds of ways and forms of understanding gastronomy
Since its inception, the page has combined the publication of the recipes –always prepared by the team of editors– with articles on everything that had to do with act of eatinga more journalistic facet that has greatly expanded in recent years to address topics such as restaurant chronicles, gastronomic tourism or current events in the food industry.
For all these reasons, we were looking a new identity that encompasses all ways of understanding gastronomy, from the most elaborate dish of the most awarded restaurant to the simplest sandwich made at home in five minutes. A new identity that also went through a change in name.
A radical change
Even though Direct to the Palate is kept in our URL, we will refer to the medium from now on as WTP, a change that allows us to rejuvenate the brand, without giving up our identity. The avowed goal of most rebranding that we have solved pulling acronym. Simpler impossible.
The change of image is not limited to the header of the web
Starting from this idea, the art director of Webedia, Michael San Juanresponsible for the new design, has created a fresh and modern image that reflects the fun and enjoyment of both eating and cooking, playing with irregular shapes (also alluding to the perfect “imperfection” of cooking/food) and showing literal, although synthesized, the very action of our name.
“The result”, explains San Juan himself, “is an organic and dynamic image, balanced by the use of color, with a burgundy tone that refers us to the more ‘serious’ and traditional culinary world (wine, meat…) contrasted with an acid orange that refers to more current flavors and aesthetics”.
The change of image is not limited to the head of the web. Inma Bermejoproduct designer, has led the team that has adapted the entire new image to our different social networks and audiovisual production.
@directopaladar Tenéis que probarlo 😋 #food #airfryer #recetasairfriyer #recetasfaciles #foodtiktok #parati ♬ sonido original - directopaladar
DAP comes to TikTok
Coinciding with the premiere of our new image, DAP also reaches TikTok, one of the social networks with the most potential in recent years, where Asier Grijalba will share daily recommendations of gadgets and recipes, curiosities, food tests… Formats that have fun and discover something new.
As it explains Carlos Hernandez Terradohead of social media at Webedia Spain, the young audience of TikTok is no longer limited to consuming dance videos or playback and is increasingly interested in gastronomic content.
“TikTok is the social network with highest engagement rate of all and its short vertical video, the format of the moment”, says Hernández. “It is the perfect opportunity to take the DAP brand to new audiences”.
One more step for the leading gastronomy media outlet in Spain to bring the passion for food to all corners of the internet.
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