To create visual identity for an event. I love dessert and always think there is always room for it so I decided to design for a confectionery convention.
Take an atypical approach when designing visuals for events that involve desserts.
This convention targets business/restaurant owners who want to network as well as consumers who want to discover new foods or want to return to nostalgic foods. The tone of the convention is aimed to be a sophisticated, refined and decadent event.
Mind map was created with preliminary sketches for all web and print materials.
The event required, one feather banner, on save the Date emailer, one poster and two websites banners
A mood board was created to determine the exact direction and inspiration for materials. A dark approach was taken to oppose competiting concepts which are bright and bold.
The logo icon was made to resemble sugar spheres. They are usually used for garnishes on premium desserts and are made when the sugar is hot enough to mold into any type of structure. A gold hue was used to evoke luxury and the feeling of refinement.
The initial layout was an acceptable first attempt to emulate sophistication. The emotional impact was missing from all materials and there was a lack of image use. For the final concepts, the dark tone was emphasized with refined imagery.
Images in Hero Banner, Target section and Imagery section
are all courtesy of unsplash.com
