Background
Keren Agam is one of Israel’s most beloved and recognizable culinary creators. With a loyal community of hundreds of thousands of followers, she has transformed everyday kitchen moments into stories filled with inspiration, beauty, and heart. Her signature blend of warmth, aesthetics, and storytelling has made her a household name in the Israeli food and lifestyle scene.
The Challenge
Our challenge was to refresh Keren’s digital brand while preserving the personal, emotional connection she’s built with her audience over the years. The new platform had to support a vast amount of content—recipes, stories, and lifestyle articles—while remaining intuitive, visually refined, and aligned with her unique tone of voice.
The Solution
We began with a detailed UX strategy, focusing on the user journey and creating a seamless flow throughout the site. We chose a warm, natural color palette—pistachio, walnut, and creamy tones—that evokes calm, comfort, and connection to the ingredients she so lovingly writes about.
The logo was inspired by a whisk, where the top lines form subtle heart shapes—an homage to Keren’s way of creating: always from love.
We designed a custom set of illustrated icons to give her a truly unique visual language, full of softness and personality.
A major part of our work focused on mobile experience: we knew Keren’s readers often cook, browse, and save recipes from their phones. Every button, scroll, and layout was crafted for quick access, one-handed use, and high readability, bringing the experience closer to the rhythm of real life.
The recipe page, the heart of the site, received the most attention. We invested hours into its layout and usability to ensure it’s as intuitive as it’s beautiful.
The result is a digital home that reflects Keren herself—professional yet heartfelt, elegant yet approachable. A place her community can return to again and again, with love.
