The following visuals and series of animated assets should explain, advertise and explore the concept of the fictional street food festival ‘New Party’ with all sorts of international food. The main target groups are young adults (ca. 20-35 years old), food lovers and young families. With the created brand identity, the animated logo, posters and social media posts the festival should promote fun, easiness, playfulness, joy, happiness and appear as young, fresh and ‘yummy‘.
The chosen approach differentiates itself from other street food festival brandings which usually include food photography and is therefore eye-catching and has a high recognition value.
This project was developed during my studies at the Edinburgh College of Art and was my first motion graphics project ever.
It was created through a very intense research process including benchmarking, visual research and analysis, moodboards, sketches and (digital) experiments. All assets have been created with Illustrator and animated in Adobe After Effects and have been designed to work as still and animated. Depending on the platform the animated assets have been adapted in their length and information content. I also created a whole typeface for the event to ensure a unique identity through all the components.