Art Direction, Branding & Campaign Rollout for Regional Flavours

Regional Flavours is a quality, authentic & innovative food event, unbiasedly celebrating Queensland’s unique lifestyle & food story, within the iconic South Bank Parklands. The target market for this campaign was based off previous event research, broken down into a stability market and growth market. The stability market was identified as 25-54yo from metro & greater Brisbane. The growth market was identified as silver travellers (55+) local, drive & intrastate.

The deep, bold green was selected for its impact in outdoor advertising, and on-ground event signage. In additional, the sophistication of the shade was intended to appeal to the mature growth market. Burgundy and tea-rose supported the hero colour, further reinforcing the overall sophistication, and providing on trend styling options for the event.

Superior Title was the brand typeface, chosen for its high contrast and suitability for lifestyle editorial usage. A serif typeface was utilised to connect with the mature audience, with an undeniable aesthetic appeal to attract the stability market. Naturalistic botanical illustrations burst from the page, in an explosive celebration of the festival’s tenth year anniversary, and the gorgeous QLD regional produce on offer. Illustrator: Anne Hayes.