Taste Festivals represent “foodie heaven”: Quality food by world famous chefs, superb drink and entertainment set in bustling summer cities.
The original brief:
• Create a new brand identity for Taste of London ‘11.
• Reflect a luxury outdoor feel – with a hint of quirkiness, working within the constraints of an existing logo and guidelines.
We built stronger brand awareness by projecting the logo as the hero with a bold, sophisticated feel and created a captivating ‘world’ around 3D letters, incorporating signifiers of summer to communicate a ‘fresh outdoor celebration’ with food/sauces/drink to make the mouth water!
Working with existing overall brand style guide, we created templates for print, outdoor media, DM and website – making rollout consistent. We ensured the concept worked over varying and targeted visitor & exhibitor promotions – flexible enough to adapt across all media (print, digital, signage) and work well at different scales (e.g. bus hoardings, newspaper ads).
• New identity was so well received that it was later adopted by most international Taste Festivals thus strengthening global brand presence and international growth at a time of increasing competition
• Attracted worldwide sponsorship
• Communicated brand values to B2C target
• High visibility/stand-out
• Buy-in/excitement from marketing, sales & PR teams
• A sell out event of 50,000 visitors, advance ticket sales increasing by 4%.
• Ticket revenue beating targets and increasing 10.3% on previous year
• 82% of visitors felt the creative identity represented the show well.
• Nominated for the Marketing Week Engage Awards alongside Adidas, Dove, Innocent and Samsung – the Taste team telling us that the branding has had a big part to play in being recognised alongside such brand heavyweights.
These successes led to the commission to rebrand of Taste of Christmas which we brought in line with TOL – remaining festive and premium.
Taste of Christmas results:
• 24% increase in visitors than previous year.
• Advance ticket sales increased by 65%.
• 15% increase in exhibitors rebooking space at the event itself.
These achievements coupled with the fact the identity was adopted by so many of the international partners, led to us being asked to design and managed the build of a global website, uniting all the international festivals in one hub.
We also designed a brand book, highlighting the ever-growing foodie festival’s international reach to appeal to new territories and attract global sponsors. Our response was a hard-backed coffee-table style book which is colourful and upbeat, yet sophisticated, and incorporates facts, figures, quotes and maps in an illustrative easy-to-digest way. The objective was achieved with BA and Laurent-Perrier signing up as global partners.
Our work continued with Taste each year with a refresh of the original identity – in 2012 with a subtle Olympic twist and in 2013 with a nod to their 10th anniversary and culminating in the redesign of advertising for the 2013 campaign where we introduced onsite festival images and distinct key features to contextualise more distinctly what potential visitors can expect from the event.
Form’s creative rebrand is a contributing factor to our growth and continuing success. They have commitment to breaking creative boundaries and come to the brief with a multitude of clever and original ideas.
The fact that the new brand was embraced and adopted by all our sister shows is significant. Form are Efficient, visionary and amiable.