Taste of Chicago Rebranding
Student Project
Student Project
This is my vision for a rebranding of the Taste of Chicago. The Taste of Chicago is a large outdoor food festival that happens around the Fourth of July in downtown Chicago. It draws thousands of people, and is a fun event for all ages. Growing up in the suburbs of Chicago, I loved going to the Taste, and I wanted to take on the challenge of freshening its look. By creating a mark that references a seal, every food and element that had the logo on it would feel "Taste Approved". I created businesscards, letterheads, envelopes, tickets, promotional posters, and food trays. The rich dark brown color with white overlays projects a clean, sophisticated, and approachable look. The bright colors on the reverse side of the business cards bring that element of summer fun that embodies the taste. The posters focus on the different variations of the word "Taste", like Tastylicious, Tasterrific, and Tastetacular. The main poster contains zoomed in images of the most famous foods at the Taste, like hot dogs, pizza, perogies, etc. The other posters focus in on these foods and what makes them Chicago Style. The Hot Dog poster features the textures of the ingredients of the Chicago Style Hot Dog.
