Asialicious
Asialicious
Asialicious
Asialicious
festival branding and placemaking
festival branding and placemaking
festival branding and placemaking
festival branding and placemaking
Rebranding a locally recognized festival in Scarborough into a highly anticipated event celebrating Asian culture.
Rebranding a locally recognized festival in Scarborough into a highly anticipated event celebrating Asian culture.
Rebranding a locally recognized festival in Scarborough into a highly anticipated event celebrating Asian culture.
Rebranding a locally recognized festival in Scarborough into a highly anticipated event celebrating Asian culture.
Branding
Branding
Branding
Motion
Motion
Motion
Tools: Figma, Illustrator
Tools: Figma, Illustrator
Tools: Figma, Illustrator
challenge
not just a local food festival
not just a local food festival
The Asialicious Festival is a three-day event held at the Woodside Square Mall parking lot located in the Sandhurst Circle neighbourhood. It focuses on displaying the “beauty and charisma of Asian culture".
The festival hopes to expand from a local food festival to a provincially recognized celebration. However, inconsistency and over-complexity in their visual identity and designs made brand recognition difficult.
The Asialicious Festival is three-day event held at the Woodside Square Mall parking lot located in Sandhurst Circle neighbourhood. It has focus on displaying the “beauty and charisma of Asian culture".
The festival hopes to expand from a local food festival to a provincially recognized event. However, with inconsistency and over-complexity in their visual identity and designs, brand recognition was
made difficult.
2019–2024 Logo
story
an explosion of culture
an explosion of culture
Taking the well established “ASIALICIOUS” name and exploding the brand from the inside out by creating a clean visual look that captures pan-asian culture, while emphasizing the high energy, joy, and inclusivity that defines the festival.
Taking the well established “ASIALCIOUS” name and exploding the brand from the inside out through creating a clean visual look that captures pan-asian culture, while representing the high energy, fun, and inclusivity that defines the festival.
transportation-friendly brand awareness
Whether visitors walk, drive, or take public transit, promotions are tailored to them and guide the user to the event.
Whether visitors walk, drive or take public transit, promotions are tailored to them and guide the user to the event.
All about convenience
Memorable brochure that provides participants with key information at a glance and further details upon opening.
Interactive kiosk that reduces crowding by helping viewers navigate to their destination.
With user-experience as a focus, the festival's emphasis on food is maintained while bringing greater attention to the performances, workshops, and games that make the festival exciting.
Whether visitors walk, drive or take public transit, promotions are tailored to them and guide the user to the event.
results
more than
an icon
more than
an icon
This project taught me the importance of not solely representing what a brand does but rather portraying and connecting the audience to the emotions a brand evokes. Focusing on feelings also helped me visually represent the broad and rich topic of Asian culture. I very much enjoyed the challenge of maintaining what locals love about the festival and piecing together a vibrant and powerful design that makes the festival feel more significant.
This project taught me to not solely focus on what the brand does, but rather prioritize connecting the audience to the emotion the brand evokes. Also, focusing on feelings helped me tackle the challenge of visually representing something as rich and expansive as Asian culture. I enjoyed the challenge of maintaining what locals love about the festival and assembling a vibrant and powerful design that makes the festival feel more significant and inviting.
let's chop it up!
(that's what the cool kids say right?)
let's chop it up!
(that's what the cool kids say right?)