Asian Food Channel to Undergo Refresh

SINGAPORE: In celebration of the tenth anniversary of the Asian Food Channel (AFC), Scripps Networks Interactive is presenting a refreshed logo, look and feel for the network.

The new AFC logo, which will be revealed on May 1, pays homage to the joy of food at the heart of Asian culture. This is the channel's first brand refresh since its launch in 2005.

In conjunction with the refreshed look and feel, AFC is launching a regional talent search called Food Hero in June. Food Hero is a cross-channel initiative to launch on the Asian Food Channel and Food Network. The aim is to discover two talented individuals from Asia who are passionate about food, travel and life. The plan is to groom the winners as the new faces of the network.

“As a leader in lifestyle programming, Scripps Networks Interactive owns the food category in Asia with iconic lifestyle brands such as Asian Food Channel and Food Network. People are drawn here because of the rich food culture, and AFC is a platform that celebrates all that the region has to offer,” said Derek Chang, the managing director of the company’s Asia-Pacific region. “AFC has built a strong viewership in 12 territories across Asia and we will continue to fulfill our viewers’ demands with new and exciting original content and initiatives, including refreshing over 200 hours of programming. This is in line with plans to expand our presence in the region.”

CheeK, the head of creative, content and marketing, said, “The refreshed AFC look and feel will enrich the brand, combining the proud heritage with new contemporary features. The logo and on-air design will have a stronger and bolder identity, reflecting the channel’s growing sophistication and will set the direction of our programming. We aim to provide our loyal viewers with a new and exciting viewing experience while appealing to new audiences as well.”
 
“The unique slice of color in the new AFC logo provides viewers a chance to be creative with the brand, and interpret the symbolism of the design based on their own personal food journey. The circles intersecting the logo exemplify the diversity of AFC’s content and when animated, take on the action of sprinkling the brand with garnishing and flavors,” CheeK added.