Brand design for for a food business
Foodie Trails brings cultural flavours to a wider audience via their food walks, cultural experiences, festivals, and events.
The Story
Foodie Trails had a home-made logo and needed to take the next step to a proper, grown up brand. Ten years ago, Himanshi, Foodie Trail’s founder, approached me to develop this for her and this was the first project we worked on together.
The original logo was a little complicated and impractical, even including photographic elements (a big no-no for logos by the way!). Foodie Trails needed a strategy for its brand to make sure it represented all facets of the business (from ‘food walks’ to large scale festivals and events and everything in between).
The solution was an umbrella logo for Foodie Trails, along with a suite of brand assets, with bespoke illustrated icons, to represent the different parts of the business. The logo itself incorporates handwritten style typography and an elongated ‘trail’ element. The brand’s colour palette is rich and warm (dark pinks, reds and browns) and the sub brands are designed in four different colours with icons to represent each facet of the business (star anise, chilli, cinnamon, garlic). The brand is now structured and clear, easy to use and easy for clients to understand. It was set up with the opportunity to evolve as the Foodie Trails business offer has grown.
Since then I’ve developed multiple brand assets for Foodie Trails, including print materials (flyers and brochures), large format signage for events and expos, recipe books and packaging for at home food experiences (during Covid) and most recently a stylised map that will be used on merchandise, as well as in social media and other print materials.
Services Provided
Brand strategy and design
Print design – including flyers, large format signage, business cards, stationery etc
Digital design – web banners, social media elements
Merchandise and apparel design and layout – t-shirts, bags
Illustration – for the initial brand and for additional assets as the brand has evolved – food items and landmarks
Collaboration with an Aboriginal artist – Sweetwater Art
Recipe book design and layout
Creative collaboration with Webby Web Design
“Blade Creative has been working with our brand, Foodie Trails, for nearly 10 years now. From redoing the brand to continually creating new brand assets to compliment the suite, we now have an extensive library. Clare is intuitive, practical and provides lots of good advice.
Clare has also worked on three other brands for my other businesses and she never disappoints. Her work is exceptional.”
Himanshi Munshaw Luhar, via Google reviews
foodietrails.com.au
