The Challenge

The San Diego Wine + Food Festival is a culinary event that reaches far beyond San Diego, attracting culinary enthusiasts and world-renowned talent alike. The 2018 campaign was in need of a fresh aesthetic theme to capture the relaxed luxury, fun, and unique festival experience for people who love amazing food, all things “craft”, and focused around the amazing San Diego destination. Aside from the theme, development of promotional materials, event materials, and a robust website for all festival details and ticket sales was needed.

Our Solution

In collaboration with Steve Morris (Mth Degree), Five Acres Agency created a dynamic campaign for the San Diego Wine + Food Festival with a vibrant, lively and youthful sense of culture. Hand drawn, illustrations add human, tactile qualities while bringing posh pop-culture and eclectic energy to tell the story of journey and arrival. The palette is vibrant, alluding to the region’s proximity to Baja and the associated flavors, coupled with elevated culinary imagery.

Attracting audiences to more than just a festival, a destination.

The San Diego Wine and Food Festival destination brings us to a new world of taste, smell, sight, sound and touch. It’s the high road to delicious. It’s the scenic route to wow.

“Coachella for your Mouth”

Troy Johnson, food writer for SD Magazine called the festival “Coachella for your Mouth," and such a robust event requires a robust website, that is both informative and easy to use. From ticket sales, community sharing, festival details, to San Diego tourism, the website was designed to organize information and prioritize the actions desired by different audiences. See the full site in action.

Truly awesome.

The most valuable things in life are not things at all, they are experiences that move us from our normal, everyday state of being to another that’s completely unique.

The ‘Arrive at Awesome’ tagline creates a sense of movement by optically aligning the ‘A’ from ‘ARRIVE’ with the apex of the ‘A’ from ‘AWESOME’. This movement is echoed throughout the design aesthetic with the diamond shape, a key graphical element for the festival brand, utilized in collateral backgrounds to anchor imagery and give structure. Vibrant sunset colors infuse life, fun, and artistry into the festival brand and evoke a sense of the San Diego/Southern California region.

Next: Then. Now. Next.

We brought hope, optimism, and vision for the future through new brand positioning for Ziosk. We crafted contemporary calls to action combined with a timeless tagline and incredible design to propel them into a new phase of growth in their business.

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