The rebrand is the final repositioning of its 10 channels to be carried out by UKTV. Red Bee media has helped develop the rebrand and devised the end line for the idents “We have fun with food.” Four idents have been created called Stir Fry, Wild Food, Dinner Party and Sunday Roast.
The idents have been devised to illustrate that love of food is universal and it has the power to bring people together. Stir Fry shows a young couple buying and cooking fresh produce at a food market; Sunday Roast shows a family enjoying the familiar Sunday dinner ritual; Wild Food shows a group of friends outdoors fishing and picking wild mushrooms and Dinner Party depicts a group socialising in the kitchen as the host prepares crème brulee.
UKTV’s channel overhaul began in October 2007 with the rebrand of UKTV G2 to a channel focused on young men called Dave.