The seed was sown when Sharon Lee found a box of recipe cards in an op-shop.
Ham in aspic. Prawn stuffed apples. Fricassee of rabbit.
Oh, the culinary delights!
Inspired, she created a food-themed website and named it after one of the recipes.
She fused content, technology and design to create a joyful experience.
Her criteria for design success? When it made her laugh.
Matt Owens, Shift magazine“Great illustration and a smart use of Flash, Richapplefool brings humour to the table and tasty interactivity to boot.”
Word of the website spread, making others laugh too.
Prospective clients, even.
“Are you based in Sydney? Are you available for work?”
And so in 2001—Richapplefool, the business—began.
She developed the brand with the idea of country and animals to instil a feeling of warmth and old-fashioned craft. To show that Richapplefool... cared.
Unique? Yes. Everyone else seemed cold, corporate and digital.
Risky? No. It's risky being the same, not different.
Over the years, her process evolved to create more effective work.
Yet to this day, her design philosphy remains the same.
To engage hearts and minds to invoke the desired response.
Richapplefool began in 2001 as a experiential website where people literally played with food. Recipe cards, Italian delis and the original TV masterchef, Graham Kerr, inspired the design. The logomark was a plucked chicken.
It evolved into a design consultancy; dignity was thus restored to poultry.
So what's cooking now?