Potato Fest

The current visual identity is inconsistent. There are a mix of colors over an almost full transparency background in the main advertising flyer, making it hard to read. Those colors are also different from the wordmark, which has potatoes underneath it. The wordmark itself sometimes has the potatoes, sometimes not, sometimes there’s an appearance of the Potato Mascot, sometimes not, sometimes the mascot is by itself.

Inclusion - The Potato Festival was created to unite the city after the Pandemic.

Variety - Food Trucks are brought in from all over that each have different ways to prepare potato dishes.

Entertainment - It's an 8 hour long community event with competitions, dancing, and live bands for the whole family.

Through my sketches and digital iterations, I tried to incorporate my 3 identified core values. How do I visually show the familiarity and inclusion of a local event? How do I show the variety of potatoes? How do I make it fun and entertaining, something that the community and vendors will want to come back to every year?

I drew my inspiration from how potato sacks are printed. I knew because of the color printing on potato sack fabric, that the colors would have to be bold but still grounded, which is exactly what I was looking for.

The final brand is a consistent and cohesive visual system that communicates the 3 goals of Inclusion, Variety, and Entertainment through color, typography, and the wordmark which is reminiscent of the previous brand identity.