The season ended with a bang! You and your team worked extremely hard and pushed through every obstacle. Now, you have the gold and the recognition to show for it. This victory calls for a celebration. But not so fast. As a college athlete, you should maintain your physique like a well-oiled machine.
Branding
Print Design
Menu Design
Collegiate sports are in a completely different league. Regardless of the school’s division, each student-athlete puts an astounding amount of time, effort, and energy into their sport. And showing genuine, thoughtful appreciation for that effort can go a long way.
In celebration of the Johnson & Wales women’s basketball team, the university’s culinary and design programs collaborated to host a chef’s table event for the team. The inspiration behind the event theme was the vibrant, Central American cultural hub of Oaxaca, Mexico. I worked in a 3-person design team to bring this chef’s table vision to life through branding and print design.
We began this dynamic endeavor in conversation with the culinary team about the event’s visual direction. The one thing that kept popping up was the agave plant. So we went to work on the concept, proposing & revising brand concepts and applying the approved aesthetic to the menu, which would serve as the launchpad for the remaining deliverables. Halfway through the process, we reached a critical roadblock. We had not completely aligned on the visual direction.
We began this dynamic endeavor in conversation with the culinary team about the event’s visual direction. The one thing that kept popping up was the agave plant. So we went to work on the concept, proposing & revising brand concepts and applying the approved aesthetic to the menu, which would serve as the launchpad for the remaining deliverables. Halfway through the process, we reached a critical roadblock. We had not completely aligned on the visual direction.
Our initial impression of the event feeling was an authentic, festive Mexican-themed experience. However, the culinary team envisioned a refined version of the traditional Mexican experience. Suddenly, we had one big over-arching concern; how do we reconfigure our design to infuse that “higher-end” feeling with the time remaining? Our solution was to remove the excess.
Our initial impression of the event feeling was an authentic, festive Mexican-themed experience. However, the culinary team envisioned a refined version of the traditional Mexican experience. Suddenly, we had one big over-arching concern; how do we reconfigure our design to infuse that “higher-end” feeling with the time remaining? Our solution was to remove the excess.
The efforts of our detour landed us in a stripped-down version of the brand we initially created. We combined stylized font choices and brush strokes with minimalistic, center-focused layouts, which places the essence of Oaxaca in a premium package.
The efforts of our detour landed us in a stripped-down version of the brand we initially created. We combined stylized font choices and brush strokes with minimalistic, center-focused layouts, which places the essence of Oaxaca in a premium package.
The deliverables of this project include a large and small menu, a nutrition card, a comment card, and event takeaways.
The deliverables of this project include a large and small menu, a nutrition card, a comment card, and event takeaways.
