Disney California Adventure
Food and Wine Festival
The Food and Wine Festival at Disney California Adventure showcases the best of California cuisine and wine. Visitors can enjoy a variety of culinary delights, wine tastings, cooking demonstrations, and live entertainment while visiting the theme park.
As the lead designer for the Food & Wine festival’s event collateral, I designed the festival guide, a Sip and Savor pass, Flight Cards, and Tasting Passports. My team at Low & Joe Creative explored a variety of visual concepts that highlighted the ingredients grown in California, representing them in photos, icons, and color scheme. We worked closely with Disneyland Resorts’ marketing team, Yellow Shoes, to create a look and feel that would capture to the magic Disney is known for.
Creative Director: Gary Low
Lead Designer: Jenn Chow Tran
Illustrator: Amy Lowe
Project Managers: Susan Lim and Sandy Cheng
Scope
Print Design
Art Direction
Client
Disneyland Resorts
Agency
Low & Joe Creative
Role
Lead Designer
Festival Guide
Tasting Passport
Guests who ordered foods at the Food & Wine Festival received a special stamp in their Tasting Passport specific to their booth. Guests would try dishes at every booth to fill out their passports!
Sip and Savor Pass | Wayfinding Signage
PROCESS
Through a combination of natural hero photography, organic iconography and a rich palette of colors, we showcased the wide variety of organic ingredients featured at the festival.
The on-property designs promoted a collection of themed kiosks located throughout the Park, each showcasing a different culinary offering inspired by the Golden State.
Celebrating the Beauty and Bounty of California
My team submitted a variety of looks to Disney for their selection. My visual concept was selected and was used in the final campaign shown above. Below are unused concepts I created that did not make it to the final round. The ferris wheel is inspired by a popular ride and symbol of the theme park.
