National Geographic Traveller Food Festival 2024

Creative Direction and Thought Process

The journey started with a detailed creative direction phase for the artwork photoshoot. The goal was to capture the vibrancy, diversity, and cultural richness of the festival’s food offerings. To achieve this, we developed four distinct themed artworks, each representing a unique aspect of the global culinary landscape featured at the festival.

1. Multi-Fruit Rainbow/Ombre Style: This artwork was designed to represent the vibrant diversity of the festival. By arranging a variety of fruits in a rainbow or ombre style, we captured the visual appeal and the broad spectrum of flavors available. The colorful gradient created a striking and inviting image, symbolizing the fusion of different cultures and cuisines.
2. All Green Fruits and Veggies: Emphasizing freshness and sustainability, this theme focused on green fruits and vegetables. The artwork was a celebration of nature’s bounty, promoting healthy eating and eco-friendly practices. The green palette evoked a sense of vitality and harmony with nature, aligning with National Geographic’s commitment to sustainability.
3. All Red Fruits and Veggies: This artwork featured an array of red fruits and vegetables, highlighting their bold, vibrant colors. The rich reds symbolized energy, passion, and excitement, reflecting the dynamic atmosphere of the festival. This theme aimed to draw attention to the intensity of flavors and the visual appeal of fresh produce.
4. Grapes and Wines: Specifically themed for the Wine and Spirits Theatre, this artwork centered around grapes and wines. The elegant and sophisticated imagery was designed to appeal to wine enthusiasts, showcasing the craftsmanship and heritage of winemaking. The deep purples and rich tones created a luxurious and inviting feel, perfect for promoting the festival’s wine and spirits offerings.

Each themed artwork was meticulously planned and executed to ensure it resonated with the festival’s audience, conveying the excitement and diversity of the event. The photoshoots were conducted with a focus on high-quality visuals that could be adapted for various formats, including posters, banners, social media graphics, and program booklets.

Festival Schedule

Socials

Signage

Social Edit

Consumer Edit