BRAND:
ZEST FEST
YEAR:
2023
EXPERIENCE
BRANDING
about.
Zest Fest is a group project designed as a food truck festival that celebrates global culinary diversity. From tantalizing aromas to lively performances, we create a sensory journey where every dish tells a story. With diverse vendors and cuisines, attendees can explore flavors from around the world while enjoying an educational, family-friendly experience. Our mission is to bring people together through food, fostering connection and appreciation for different cultures.
name.
Our team initially had a hard time brainstorming names that were unique and catchy while still conveying our brand’s attitudes and values. Ultimately, we felt the name Zest Fest was the best fit for our food truck festival because it reflects our theme of celebration through flavor and tradition. We chose “Zest Fest” for its simplicity and effectiveness in communicating the celebratory and flavorful nature of the event. The word “zest” captures the boldness and excitement of global cuisine, while “fest” emphasizes the lively, community-driven atmosphere of our festival.
logo and visual system.
Our logo uses the concept of flames and heat, as flames are often associated with grilling and cooking. This imagery is highly relevant to our brand, as many food vendors around the world specialize in flame-cooking techniques that highlight the authenticity and depth of their cuisines. The branding as a whole reflects energy, warmth, and inclusivity, creating a sense of excitement that aligns with our festival’s vibrant and flavorful theme.
We knew our signature system needed to reflect the festival’s emphasis on cultural diversity and inclusivity. We were drawn to hand-drawn illustrations of our ideal consumers, paired with a paper-textured background to evoke the warmth and familiarity of comfort foods. As a team, we initially struggled to find a cohesive visual direction, but after revisiting our earlier research, we reintroduced the concept of highways. The swirling shapes and colorful parallel lines in our system were inspired by the movement of freeways, just like the ones our food trucks would travel on from city to city. Highways became a symbolic element, representing connection, movement, and the journey that brings people and cultures together.
results.
These are the final design applications created using our visual system for Zest Fest. Each piece, from the digital advertisements, to the physical merchandise, reflects the core elements of our branding, including the hand-drawn illustrations, paper textures, and vibrant highway-inspired graphics. Together, these applications bring the identity of Zest Fest to life, capturing the spirit of cultural celebration, community, and connection through food.
