Museum of Food and Drink

March – May 2020

Pratt Institute

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Hypothetical Rebrand
Logo
Illustration

Objective
The aim of this project was to choose a local (in Brooklyn, NY) business that seemed to lack a successful brand identity and to create a new one. I chose the Museum of Food and Drink (located in Williamsburg) because I feel that the current branding poorly reflects the museum's mission and the beauty/excitement of different cuisines.

Role
I worked on this assignment independently with feedback from my instructor and classmates.

Outcome
To create a new, compelling visual identity, I researched the core ingredients of cuisines from various world regions. As part of the process, I sketched out some of these ingredients as half-sliced images. The sketches served as successful building blocks for the rest of the brand identity. I moved the sketches into Illustrator and created digital illustrations to develop the brand's logo and other elements. The brand's color choices are derived from the many colors of food and drink around the world. The condensed nature of the typefaces serves to fit proportionally within and around the circular elements.