Disney California Adventure
Pixar Fest Food Guide
After the grand opening of Pixar Pier and the first Pixar Fest, Disney Parks & Resorts’ marketing team saw the need for a guide to all the seasonal food offerings in the park. I led the design of this project and used insights from my meetings with the marketing and food & beverage team at Disney Parks to determine the design and format.
Pixar Fest’s theme was “friendship and fun”, so I designed each page spread to feature a pair of Pixar buddies. I organized the food offerings by park, then by area, then by restaurant to make it easy to locate. I also designed the guide to be a checklist so guests could keep track of the foods they’ve tried and bring it back on return visits. This food guide was popular and has since been re-themed for other seasonal events at Disneyland and California Adventure!
Creative Director: Gary Low
Lead Designer: Jenn Chow Tran
Project Manager: Sheree Low
Scope
Print Design
Art Direction
Client
Disney Parks & Resorts
Agency
Low & Joe Creative
Role
Lead Designer
PROCESS
Finding Our Way Together
As the lead designer, I was in charge of creating the page layouts and typography of the Food Guide. This allowed me to use my UX skills to make it easier for guests to find food from their favorite Pixar movies scattered across two parks.
After several iterations, we landed at the typography hierarchy shown on the right. Guests could flip through the Food Guide, spot their favorite characters, then find the food offerings in the park they’re currently in.
Celebrating Friendship and Food
After trying different visual concepts, we arrived at one that “blended” two characters together. Utilizing the bright graphic style of the artwork, I used the split solid background colors to create fun page layouts. I sprinkled in scrapbook-inspired elements throughout the food guide, reminiscent of the memories we make together with friends at Disneyland.
