The event’s existing name was perceived as too industry-driven. Working closely with the event producer and other partners, we came up with a name that is simple, bold, and easy to remember. Eat Drink SF speaks to the discerning foodie as well as the newbie, both of whom we want to welcome to this authentic and exciting culinary event.
A key element of the new strategy was developing a visual identity for the brand. We retained the handcrafted texture of the previous SF Chefs logo, but used simple and bold letterforms to make it energetic, relatable, and flexible. To round out the system, we incorporated a warm and playful color palette, refined yet approachable fonts, and sumptuous food photography. Together, these elements create a unique and unified look and feel across the brand.
To promote Eat Drink SF, we developed a full-scale marketing campaign that included print and digital ads, billboards, and effective use of social media. A consistent message throughout all materials unified the brand’s voice and appealed to a wider audience. One eye-catching and creative way we advertised the event was through a set of promotional coasters — a fun, industry-appropriate item that bars and restaurants could easily integrate into their daily routines.