Gastronomic Fight Club
Gastronomic Fight Club is a widely read food website with a mission to find the best of the best. Our focus is to provide our readers with unbiased critical reviews of all things food related. We try to keep things light and playful, with bits of sarcasm and wit thrown in, but all with the very serious goal of informing readers where they can fulfill their food cravings in the most satisfying ways.
Our staff comes from a variety of backgrounds, but the thing we all have in common is that we're passionate and opinionated about food. The name of the site is a play off of that. We're all on the search for the best dive Mexican restaurant so that we can get the creed for the discovery. Each contributor wants to be the person who discovers the next Bacon Flavored Ice Cream or exotic ultra rare chocolate that has a year long waiting list.
Our hope is if we infect others with this insane passion, the food world in general will be a more interesting place.
Our site is http://www.gastronomicfightclub.com/
You can see some of our most popular articles in the left gutter.
Our demographic is currently older (35+), affluent ($80k+), and educated (70+% college educated). At the moment it's also surprisingly Caucasian and childless. We will be re-launching the site with a more defined brand and hope to expand our demographic a bit, but our existing audience will still be our base.
Though we want to expand, we have high demands for our writers and require their pieces to be intelligently written to help us attract the ambitious audience that has the same goal as we do: to explore the food world and expand our knowledge to we can extract the most out of life with whatever means we have available to us.
We currently attract a mostly Midwestern audience, but this is the area that I expect to grow the most. Book reviews, recipes and similar stories know no geographic bounds. That said, we will be focusing on North America.
Because of our audience and our quality in writing, exploring and photography, we've been cited in Food & Wine, the New York Times and several other smaller publications like the Omaha-World Herald.
Other interests our audience has include travel, home decor, fitness and gardening. They also are more likely to be interested in politics, business and science.
An memorable and impactful logo that help position our brand within the marketplace. We will use the logo as the basis for picking our color palette for the website redesign. Will be used primarily on website, stickers and tees possible.
* icon based logo
* works in black-and-white as well as color
* Files: Print format - .ai (CMYK); Web format - .jpg & layered .psd (RGB)
PREFERENCES (likely given to):
* designs that use 6 colors or less
* square logos, followed by horizontal golden ratios
* Ignore prefs if it hinders you from making a killer design
I like clean aesthetics, modern mission furniture, almost anything with a Japanese design, Frank Lloyd Wright. Also a fan of wit, so if you can work that into a logo, great, but don't force it. I like whitespace, natural colors, blues, and most web 2.0 colors.
It's acceptable to incorporate 'GFC' into the icon, but no preference either way. I know "fight club" is in our name, but it doesn't have to be the basis of the design. I'm just worried of people getting hung up on that. We're about food, not fighting.
Overly complicated (i.e. Hard to silk screen)
Gimmicky photoshop filters/effects
Unreadable/gimmicky fonts (e.g. "fight club" font)
stock img/clip art
Not reading entire brief
Unless good reason, avoid:
Fancy non-standard fonts