Over the years, General Mills has amassed an enormous collection of recipes through the efforts of brands like Betty Crocker, Pillsbury and the various cereal brands. In addition, General Mills were aware of the astounding popularity of recipes as a search category, and were paying for presence on several popular external recipe sites. They surmised that if they could aggregate their huge collection of recipes into a highly usable site for cooks, they could create their own media property which could be a asset for internal house brands and potentially even a revenue driver from external brands. GMI came to Zeus Jones with the name and identity, and worked with our team to develop a multi-year vision and strategy, as well as a carefully-defined user experience. The design language we developed carves out differentiated territory by combining strong food cues while still delivering great functionality, such as personalization.



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