Case Study: Penguin Random House Rebrands Cooking Media with Upstatement

Penguin Random House rebrands Taste with Upstatement and curates 30,000 recipes

The customer, Penguin Random House, faced a challenge with their digital property, TasteBook. The site's brand and design no longer reflected the high publishing standards of its parent company and failed to do justice to its quality content. They needed to reposition the site to attract a more sophisticated, cookbook-obsessed audience and required a new brand identity and a website that could showcase their editorial work.

Upstatement implemented a comprehensive solution involving strategic repositioning, a new name (Taste), a complete visual rebrand, and a custom-built WordPress site. The new platform featured an improved recipe experience and a successful migration of 30,000 curated recipes from a database of 1.4 million. The result was a sophisticated digital brand that established credibility and better served its niche audience, all while maintaining an existing traffic of half a million monthly page views.

Penguin Random House