Throughout June, we launched “The Food That Made Us” tour – collaborating with five celebrity chefs to craft recipes that were reflective of immigrant cultures, cuisines, and communities. Across four stops – NYC, Orlando, Seattle, and Minneapolis – we brought thousands of people together to celebrate Immigrant Heritage Month, eat incredible food, and share their relationships with their own immigrant heritage.

The Ask

Create a memorable activation experience that celebrates the power of food to bring people together, recognize their heritage, and build community. Drive awareness that June is Immigrant Heritage Month and engage communities across social, digital and in-person opportunities.

The Research

In collaboration with our strategy, talent and production team, we conducted a discovery session with the client to learn about their stories, needs, and vision for the look and feel.

The Project Pillars

Using our Discovery Session as a baseline, our team created project pillars and goals to refer back to throughout our creative process.

The Moodboard

Every project begins with a moodboard that serves as a guiding point throughout the creative development process. Using the discovery session and project pillars as my foundation, we created a moodboard that embodies the established brand values.

The Logo

In order to align with the theme of being handmade and nostalgic, I leaned into handwritten or serif options for the campaign mark.

The Final Logo

The Identity

Inspired by the family recipes that are stowed away in cookbooks or muscle memory, the campaign visual identity is rooted in a handmade and tactile look and feel. From using handwritten type, rough doodles, to scanned photos and scrapbooking supplies, we created a look and feel that is nostalgic and familiar to the viewer.

We created a campaign creative identity that aligned with ISWI’s legacy while also introducing new elements that showcased an empowering, heart-felt and hand-made look and feel.

The Tactile Elements

Inspired by recipe books and scrapbooking elements, we used paper textures and tape to emulate a handmade look and feel.

The Illustrations

My mother used to draw little cartoons throughout her recipe book. As a way to honor her and tie it back to the theme of recipe books,

The Brand in Action

Deliverables included way-finding signage, social/digital assets, vinyl wraps, merchandise, print takeaways and food truck art.

Letter of Gratitude

The Food That Made Us came to my hometown, Seattle, WA. I was able to showcase my work to my loved ones and community. It was an absolute joy to work on this project from concept to execution, from witnessing the strategy being developed, to brainstorming on the naming, to bringing the words to life!