PROJECT DESCRIPTION
The New York Times brought back its popular celebration of food and drink for Fall 2022. Updating and expanding our flavorful identity for the 2019 event involved carrying over identifiable elements, and adding a mouthwatering animated system that helped to build-up an appetite for buying tickets.
Top chefs, mixologists, patissiers, critics, and food fanatics convened on a crisp October Saturday for a program of tastings, talks, and tips at Damrosch Park. Some of the industry's biggest names shared insights, and gave IRL demonstrations to attendees hungry for advice (and samples).
Promoting this smorgasbord of events required an identity that clearly organized information while oozing charm. The previous bold red, black, and white palette is continued in a framework that arranges text into bubbles, which flow together like warm fondue, and stretch like the melted cheese in animated versions.
Ads were printed full-page on the back of NYT newspapers, while the animations were spread liberally across social media. The event sold out in minutes, and attendees were greeted by the same identity on signage, merchandise, and marketing materials. This ongoing collaboration with The New York Times has allowed us to develop another successful visual identity that’s equally fresh and indelibly tasty.
PROJECT INFORMATION
Entry Type: Single Entry
Channel: Immersive
Primary Role of the Designer: Designer as brand steward
Client Relationship: A retainer relationship
Intention of the Project: Re-launch, redesign, or update of an existing product, service or program
Development Budget: Decline to state
Production/Execution Budget: Decline to state
Source of Funding: Client
Typefaces: NYT Cheltenham Condensed Medium; NYT Franklin Semibold; NYT Cheltenham Medium; NYT Franklin Medium
Paper:
Materials:
CREDIT INFORMATION
Creative Director: Min Lew
Art Director:
Designers: Tom Fethers - Design Director; Jun Hong - Designer
Researchers:
Developers:
Copywriter:
Illustrator:
Photographer:
Printer:
Producer: Harry Laverty
Other Credits: Nol Honig - Motion Designer
New York Times Food Festival
Category
Brand and Identity Systems
Description
Winner - 365: AIGA Year in Design (2022)
Title: New York Times Food Festival
Design Firm/Agency: Base Design
Client Industry:
Client Location: New York, New York, USA
Juror Comments
“A distinctive and fluid visual system across signage, interface, collateral, and print for the event. Love how the saucy shapes flex to frame content and capture text as speech bubbles. The flexibility of the typography system reinforces this sense of improvisation and variety in cooking offered at the festival.”
Self-Identified Distinctions: Design for Good - Social Releavance
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