Several leading chefs and cookery writers have become equity partners in a new culinary website, Foodoo.com, which launched this week. The site has been designed by branding specialist The Nest.
Foodoo.com will provide free access to more than 2000 recipes. These are supplied by an array of contributors, including chefs Gordon Ramsay, Gary Rhodes, Anthony Worrall Thompson, John Torode, Sophie Grigson and Ken Hom, plus best-selling wine author Hugh Johnson.
All the chefs have sections within the site, reflecting their own personality while including clear Foodoo branding. More than 200 images of raw ingredients by Australian photographer Earl Carter are featured, plus illustrations by Charlie Kinsman, a senior graphic designer at The Nest.
Foodoo.com was co-founded by former management consultants Chris Reohr and Martin Murphy, along with television producer Red Johnson and former head of PR and marketing at the Conran Restaurant Group, Victoria Parnis.
Johnson says: “We are using the latest technology, normally associated with the hustle and bustle of our daily lives, to allow people to reconnect with life’s simple pleasures. Our brand is meant to represent all that is good about food and drink and our goal is to make people’s cookery lives easier and more fun.”
The Nest managing director Alex Willcock says, “We wanted the brand to be very approachable, so we created our own font for the identity which has an organic and friendly feel to it.”