Moving Brands cooks up Oliver site

TV chef Jamie Oliver is to launch his own website, designed by Moving Brands, next week.

The consultancy was briefed to design a site that can be easily updated, as Oliver will be updating recipes and talking to fans via the site, and has a sense of humour.

Moving Brands creative director Ben Wolstenholme says the consultancy had no real housestyle to work with, apart from a logo. ‘The marque had only just evolved so we developed the whole look and feel of the website.’

The site will include a kids’ club section, a biography section and an area called what a donut, where out-takes and mishaps from the chef’s TV appearances can be seen.

The overall aesthetic of the site is quite punk in its look and feel, with newsprint-style two-colour imagery in bright colours used, says Wolstenholme.

He adds that the idea was to begin with a functional site, but he adds that there is scope to develop the site further.

‘There is no reason that in the future we can’t have interactive content on-line, involving recipes for example. As a broad overview, the site could become more lifestyle and magazine-based. People are interested in what music Jamie likes, for example,’ he says.

‘Jamie’s audience is very broad. With this in mind we set about creating the site in a scrapbook/editorial sort of way, which can not only be updated on a regular basis, but also so that it feels like an insight into Jamie’s life and appeals to all his fans,’ says Wolstenholme.

The consultancy was appointed in April following a four-way unpaid creative pitch.

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