Overview
The Melbourne Food and Wine Festival is a flagship event showcasing Melbourne as one of the world’s great food cities : a place where chefs, winemakers, producers, and communities come together to celebrate the shared joy of food and drink. This project set out to translate that spirit into a dynamic campaign system, building upon the festival’s established brand language to unify its storytelling across both moving and static applications. The approach aimed to highlight Melbourne’s local pride, warm hospitality, and appetite for discovery.
Skills Used
Advertising
Motion Design
Illustration
Industry
Lifestyle Events
The Challenge
While the festival’s visual identity was already strong and well-recognized, there was an opportunity to extend it into a holistic campaign that worked seamlessly across motion, merchandise, wayfinding, and promotional collateral. The challenge was to uphold the festival’s confident, place-based character while introducing new layers of energy and contemporary visual rhythm suitable for a variety of experiences and audiences.
The Solution
By respecting the festival’s core brand elements : its bold typography, modern color palette, and authentic imagery : the campaign framework introduced a flexible system inspired by Melbourne’s rich culinary landscape. Motion graphics, event collateral, and merchandise mockups were developed to carry forward the festival’s recognizable identity while adding a sense of rhythm, movement, and multisensory appeal. This included a promotional motion teaser as a hero asset, supported by applications such as posters, tickets, wristbands, coasters, invitations, and guest passes.
The Result
The project demonstrated how the Melbourne Food and Wine Festival’s visual language could be expanded confidently across multiple channels, amplifying its presence and deepening its connection with both loyal visitors and new audiences. By thoughtfully extending the brand’s existing voice into a modern, cohesive system, the campaign celebrates Melbourne’s role as a world-class destination for food, wine, and community : from first glance to the final toast.
