The American Wine & Food Festival is a 25-year old event hosted by the Puck Lazaroff Foundation to raise funds for Meals on Wheels programs of Los Angeles. Seeking to freshen up their image and attract younger patrons, AWFF's inimitable Festival Director, Joan Wrede, asked us to develop a design system that reflected the vibrant energy and exciting flavors of the celebration. Using a contemporary illustration style and the tagline "Savor the Night," we created characters that reflected the elegant nightlife atmosphere Joan was creating at the Festival. Elements of the illustration were carried into all aspects of promotional materials, including the festival invitation, advertising, 100-page program booklet and signage.
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