Rebrand Affirms Restaurants Are Culture
The James Beard Foundation (JBF) has unveiled a new brand identity, which includes a new website, branding, and operating structure that aligns the organization’s programs with today’s industry needs. The evolution marks the Foundation’s ongoing adherence to their guiding principle of Good Food for Good, an ethos that celebrates culinary excellence and deliciousness, while championing a thriving and equitable future for the independent restaurant industry and broader food system.
The rebrand launches at a crucial time as independent restaurants across the country continue to experience unprecedented challenges that have a serious economic impact, including the effects of extreme weather events, rising costs of food, labor shortages, and more. Leveraging the credibility the Foundation holds among industry professionals and diners alike, the new structure refocuses JBF’s offerings to ensure every touchpoint—from training programs for chefs to mission-forward dining events for consumers around the country and at Platform by JBF in New York City — ladders back to its evolved vision of creating a vibrant, equitable, and sustainable independent restaurant industry that both stands as a cornerstone of American culture, community, and economy and drives towards a better food system.
To bring the brand transformation to life, JBF partnered with Siberia, a New York City-based design and innovation agency, for the full scope of the project, beginning with a national market research study of both independent restaurant operators and consumers. The findings — that the industry looks to JBF to lead the discourse around solving the challenges chefs face and that the Foundation is uniquely positioned to galvanize food lovers to support these restaurants — inspired the vision and mission statement alongside a new web platform with a powerful suite of tools. Siberia also led the creation of a new visual identity, including a cleaner, more refined, and confident wordmark that reflects JBF’s forward-thinking identity while honoring its storied legacy, as well as an expanded, warm, and versatile color palette that draws inspiration from natural ingredients and culinary artistry.
“Restaurants are culture. They reflect a place, a community, a moment in time. The opportunity to rebrand the James Beard Foundation — an institution that has long been at the intersection of food, craft, and culture — was, to over simplify, awesome,” said Dave Snyder, Partner and Head of Design, Siberia. “Restaurants aren’t just a business … they shape the identity of neighborhoods; of cities; of this country. This wasn’t just a design exercise; it was about laying a foundation that amplifies the ambitions of an industry I love. Food isn’t just what’s on the plate — it’s who we are, and shaping how JBF tells that story was an honor.”
“From the board, to senior leadership, to the boots on the ground teams executing programs, the people involved with JBF are passionate, action-oriented, and all-in on driving change across the industry. It’s a rare occasion to embed with an organization who innately understands its role in culture, and this made the job of expressing their mission and vision incredibly gratifying,” added Chris Mele, Managing Partner, Siberia. “We believe that the brand and digital roadmap we are now embarking on together will not only articulate that mission, but pay it off through engaging content, audience utility, and a platform that will enable JBF to better serve their community.”
Comments Clare Reichenbach, CEO, James Beard Foundation: “The James Beard Foundation has continuously evolved over its nearly 40 years of operation, refining its scope and approach to ensure we are best serving our community of independent restaurants. Our new operating framework is a way of organizing and structuring our work to maximize our impact for our industry — and our refreshed positioning and look and feel signals a new energy and focus as our mission and work rise to the challenges of this time.”
In-line with the Foundation’s mission to lead chefs and the broader culinary industry towards a new standard of excellence, the new website equips independent restaurant operators with a digital destination built to support the full life cycle of a culinary career. At the heart of this structure is the new JBF Institute that will serve as the hub for the organization’s education and training programs, including its advocacy program, Chef Bootcamp Policy and Change; Women’s Leadership Programs; the Legacy Network; and more. Other features include research and reports dedicated to specific issues facing the industry, as well as actionable advocacy opportunities chefs can get involved with, such as JBF’s Climate Solutions for Restaurant Survival campaign.
Diners will find a number of new offerings designed to inspire those looking to experience America’s exceptional culinary landscape while also supporting independent restaurants. The Platform by JBF website—featuring outstanding culinary arts programming at the Foundation’s state-of-the-art show kitchen, event space, and educational hub — has moved to jamesbeard.org, bringing the Foundation’s range of culinary talent and programming in one digital home. A new Restaurant and Chef Finder, to be released soon, will also help diners discover James Beard Award-recognized chefs and restaurants.
“It is a pivotal time for the James Beard Foundation to have embarked on a digital transformation. With the industry facing greater challenges than ever before, we built a brand roadmap that would position the organization as a destination for the independent restaurant industry, food lovers, and supporters to come together around food and beverage with cultural relevance today and for years to come,” said Tamar Simpson, VP of Marketing & Communications, James Beard Foundation. “From conducting research to learn what our audiences care about, to creating experiences for them to engage with us and support us, we are excited to see what the future holds for the incredible community we serve.”
