New recipe for River Cottage branding

The screen branding for Channel 4’s River Cottage, its third seasonal food series which airs this week, has been created by 0404.

The Dorset-based consultancy won a three-way creative pitch last month to create the look and feel of the series, the third that the group has worked on.

0404 managing director Simon Deverell explains that the programme producers have this season asked for a radically different look for the show’s screen graphics.

‘The whole idea is about the accessibility of food, to show that you can do whatever you can do, wherever you are, you can improve your life. Using Illustrator and Photoshop, we’ve created an urban landscape with different environments and layers that go from five- or six-second sequences through to different scenes, taking the viewer through those environments,’ says Deverell.

The new look, in more of a magazine format, says Deverell, uses illustration and image sequences. Previous identities were video-based.

The first programme in the new River Cottage series aired last night, with the next show scheduled to broadcast on Wednesday 4 June at 9pm on Channel 4.

0404 has also devised an identity and brand guidelines for charity Plunkett’s Making Local Food Work programme, which is set to run for the next five years.

The scheme, which gives grants and funding to businesses promoting producing local food schemes and networks, will launch over the next month.

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