Over time, Madalene became an integral part of the Recipe Blog community. More and more people became familiar with The British Larder and it soon became synonymous with culinary inspiration and expertise. Madalene began receiving commissions which led to features in magazines (The Caterer), gaining national press coverage (The Metro) and considerable supermarket interest.
In 2012, The British Larder: A Cookbook for All Seasons was published. This award-winning cookbook by Madalene celebrates the wonder of British seasonal produce and is accessible to people of all culinary levels. It’s a really beautiful book and is a clear evolution of the original recipe diary, which highlights how integral the website has been in opening new opportunities to share Madalene and Ross’s skills as creative chefs.
Pallant Digital continued to manage the online reputation of The British Larder, while also building a website for The British Larder Suffolk. We offered Madalene advice on how best to manage 3rd party review websites such as Trip Advisor, which is a major consideration when you’re in the pub industry! The British Larder Suffolk enjoyed great success, achieving critical acclaim and numerous invites to feature on various TV productions, including, ‘Britain’s Best Dish: The Chefs’ in which Ross appeared and BBC 1’s, ‘A Taste of Britain.’ When ‘Britain’s Best Dish’ was aired, real time analytics showed a peak of 150 visitors on the website all at the same time!
As the pub continued to grow in popularity, Madalene was also becoming more involved in food consultancy and so demands on her time were increasing. It became clear that something had to give, and so Madalene and Ross decided to let the pub go so that they could continue to nurture and grow both The British Larder recipe diary and food consultancy.
After the pub was sold, Madalene and Ross assessed The British Larder recipe diary and presented Pallant Digital with a fresh new challenge.
The objectives were:
- Build a new, visually striking, mobile-friendly website.
- Evolve the brand to have more impact online.
- Use current technology to keep The British Larder ranking highly in search results.
- Re-focus the website for food consultancy.
We were working to a tight budget, so it was essential that we found the most efficient but effective ways to achieve the desired effects!
From the outset, we worked closely with Madalene to develop a design that really embodied the ‘live and breathe food’ ethos of The British Larder. During our discussions, the idea of ‘leafing through a digital cookbook’ came up. We all really liked the concept, so our designer Stuart worked towards developing a visual layout that focused on large, bold images that would also be used as navigation. During this time, the brand was re-worked. The existing logo showed a ‘B’ and ‘L’ without a clear split between the two letters; Madalene asked us to adapt this to create a simplified version that made the split more obvious. We found that flat design worked best with this logo, giving it a simple yet pleasing aesthetic that had much greater impact online than the previous incarnation.