An in depth look at my creative process for the Museum of Food rebrand.
After thorough research on the history of the museum, a deep dive into the mission, vision, and values, as well as performing a SWOT analysis, I compiled the below document. This formed the foundation for the direction of the new brand identity system, as well as the client's adjusted positioning and marketing strategies.
I made the decision to redesign the logo to better contrast against competitors, increase versatility, and grab attention from the target audience. Additionally, I decided to shorten the name to "Museum of Food" for simplicity and easier legibility.
Client's original logos
A compilation of sketches
Three initial visual directions based on different cultural connections
Digital sketches narrowing in on the table concept
Final visual identity system
Additional logo usage
Digital banner ads