The Atwater Food Show is a one-week dining festival in Atwater Village of Los Angeles. The brand is expressed through food, fashion, and television—the essence of the big city—combined with the small neighborhood's fun, quirky personality. The event's mission is to raise money for fighting food insecurity.
The imagery's hyper-surrealist style is a re-interpretation of food and experiencing it in a new, surprising way.
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Main Poster Series: Type driven posters differentiate the festival by breaking conventions of including food photography. Instead, food is conveyed through the red/white colors and bold typography—a nod to California eats.
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Poster Series: To attract a "cool" Millennial crowd with a sense of humor and artistic style. The images with the food accessories narrate attendees getting ready for "the show." All were personally photographed and edited.
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Merchandise: Attendees are given a swag bag at the food festival as part of their ticket package. They may wear it during or outside the event, both of which would help promote The Atwater Food Show. The content is the curated dishes for the festival, designed to resemble film end credits.
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Graphic Element: The rounded rectangle represents a television screen, which is a portal into the special, little quirky world of Atwater Village. The audience is immersed into an eclectic mix of culturally diverse dining experiences.
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Philanthropy: The environment reinforces The Atwater Food Show's core purpose: to raise money for the Los Angeles Food Bank. It exposes the food insecurity issue while reminding attendees of their positive impact.
Event Program: Attendees may pick up a program to read about the event, restaurants, and schedule. The newspaper format represents Atwater Village's small-town vibe and close-knit community.
The T.V. broadcasting style is continued in the digital assets. They act as teasers for the event while also communicating the charity's urgency.
