Chello LatAm: Art and aesthetics have always been key to elgourmet

The food channel of Chello Media Latin America, introduced the rebranding that will hit the air this month and its new programming.The iconic letter “G,” which identifies the brand, changed its format and now features variations in color; and the name elgourmet.com was simplified to elgourmet. The new branding is characterized by bright colors and images of real ingredients to artfully decorate all forms of communication on-air, as well as on advertising and merchandising.“Art and aesthetics have always been very important to the channel. With Eloísa Iturbe’s design studio, we sought to add a touch of art through ingredients, chefs, colors and the brand. We also created a more modern logo and removed the “.com” because the channel is really elgourmet, and the website is elgourmet.com,” said Lucía Suárez, director of Content of Chello Media.She also pointed out elgourmet, which launched in 2001, is a sophisticated product that is now opening up to the world. This year it will show programs featuring Tierra del Fuego, Brazil, Germany, Cuba, and Baja California. “We’re always looking to take elgourmet a bit farther, but always keeping in mind that what viewers want is a good recipe,” said Suárez.She said the channel reached 20 million subscribers across Latin America and that many of its programs are seen in the U.S. Hispanic market. The audience of elgourmet is 50% male and 50% female, couples from all different income levels.