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The Grape & the Grain is a glorious annual summer festival offering made-in-B.C. spirits, wines and beers from more than 50 vendors. This outdoor gathering is targeted at foodies aged 24-50 years old who love free samples, live music and deliciously unpretentious appetizer pairings from award-winning food trucks.
The Goal
I had the pleasure of building the brand identity for the first-ever iteration of this festival from the ground up, including the logo and supporting brand materials. My goal was to create an aesthetic that would embody the festival’s core attributes: festive, casual, fun and outdoorsy. It would also have to be distinctive and memorable so that it could stand out from the other tasty festivals that flourish during the summer season.
The Strategy
A Luscious Logo
I decided to go with a logo design that was both descriptive and playful. The circular shape and warm mulberry colour, inspired by ripe vineyard grapes, pairs swirling graphic elements with bold typography as it calls foodies to the table. There’s also a touch of vintage styling reminiscent of the stamps once used to mark high-quality products.
A Palate-pleasing Poster
Taking my cue from the festival’s mission to celebrate local products outdoors, I created an illustration that echoes B.C.’s famous landscape in a trio of wine bottles rising from the sea. The wine bottle silhouettes, which are recognizable from a distance, are designed to attract thirsty Vancouverites’ attention. A closer look reveals that each bottle is a map of playful icons representing the enormous variety of food and beverages served. These versatile icons can also be used for other brand materials, like festival swag and site signage.