Feed the Soul YEG
Design a logo and creative identity.
Marketing assets including banners, brochures, invites & menus.
Develop digital campaigns & media advertisements.
Project Scope
Goals
Taking initiative towards nourishing our local culture, equity and food sovereignty. The vision for this new project was set by founder Rochelle Ignacio. Alongside a volunteer-led team; Feed the Soul YEG’s goal began with expanding the presence of Black-owned restaurants in Edmonton.
Featuring 10-15 locations their mission is to connect the community through diverse & rich culinary experiences, ancestral knowledge and education surrounding the contributions of racialized communities.
Inspired by their momentum to launch, I jumped right in to deliver a vibrant & forward thinking brand that feels harmonious with YEG’s local Afro-Caribbean businesses.
This project required energizing character that represents the rich and flavourful cuisine offered by YEG’s local Afro-Caribbean restaurants.
Key Ideas
Let’s circle back to the branding foundations.
Dishes, bowls & platters. Round forms were appearing everywhere when I reviewed our first photos shot by Dong. Our goal was to build a photo and video collecting for future campaigns, media and documentation and stories.
The form relates to the circular way of thinking that is integral in community work. It represents the nurturing exchange between people, cooking and gathered in the ceremony of dining together.
However, the icon of a measured circle felt too corporate for this project. I moved towards organic shapes with clean edges.
While searching for the right type to capture the hand-crafted and joyful energy, Rochelle shared the Hakunah typeface. It’s character fit for the brand’s voice perfectly. I paired it with the flexible and friendly sans serif; Poppins.
The group was looking for an accessible design, with an exciting and trustworthy presence.
PHOTOGRAPHY BY DONG KIMCafe Caribbean, Mesobena Eritrean and Ethiopian Restaurant, Iland Vybes Cafe
Challenges
Branding & logo design
Campaign graphics
Event & media assets