Eat Real is a festival promoting local food and drink as well as sustainable consumer habits. Previous branding depicted the breadth of products available while the logo got shelved behind the groceries. I devised concept rebranding to create a memorable brand experience aligned with Eat Real’s values. 

I developed a new logotype and illustration that packs a punch on collateral and centralizes event identity. The logotype reflects the spirit of Jack London Square–the event’s waterfront location at the crux of maritime and railroad trade. Block letterforms acknowledge the site’s industrial heritage, while carved out triangles evoke the shapes of sailboats docked nearby. A symmetrical illustration implies the delicate interconnectedness of the food chain: the consumer is implicated in maintaining balance by purchasing locally and responsibly-sourced goods. The application of a grit filter suggests flecks of soil, a nod to Eat Real’s farm-to-fork philosophy.