Design Director, Cooking.com | 2008 - 2015
Cooking.com was launched in 1998 when a team that worked together at Walt Disney Corporation paired up with Idealab and a cookbook publisher, combining cooking and retail knowledge to launch one awesome cooking web site. I joined the Cooking team in 2008 as a Web Designer, was promoted to Design Manager in 2009, and Design Director in 2010. In 2013, Cooking.com became a wholly owned subsidiary of Target Corporation and joined forces with CHEFS Catalog to form a new combined company, TC4 Cooking Company. In late 2015, Target made the decision to shut down this subsidiary in order to shift focus to other internal initiatives.
The Cooking.com website was a fully responsive site built with HTML5, CSS3 and jQuery Mobile. This site uniquely combined the most comprehensive product selection for your kitchen with engaging tools and content for foodies and home cooks alike. The site included product reviews, videos, recipes, techniques and buying guides, not to mention a passionate community of cooks and food lovers.
The Cooking brand was clean and modern in design, with a knowledgable, but fun and somewhat sassy voice. Bold, straightforward typography in the titles, accented with a playful wink in our iconography. Scroll down for the Cooking.com style guide, and continue down further to see our holiday style guide for a seasonal twist.
Our Merchandising team partnered with a gourmet coffee roaster to develop a custom line of Cooking.com branded coffee, and my team was tasked with developing the packaging for the line. The names were inspired by the vibrant California coastal communities that surround us: Manhattan Beach, Marina Del Rey, and Venice Beach. Below I've included the branding research we explored throughout the development process from ideation to the final product.
The Cooking.com Everyday Pan was designed to be the ultimate all-purpose, go-to pan. Below I've included the packaging design explorations and final product packaging we developed for the pan.
