DISNEY PARKS
Food & Wine Festival
Celebrating California’s food, wine, and local ingredients, the Food & Wine Festival needed a visual identity that could capture the abundance of the Golden State while extending across a wide range of guest touchpoints.
As lead designer at Low & Joe Creative, I developed the selected visual direction and helped translate it into a cohesive event system spanning the festival guide, tasting passports, Sip & Savor Pass, flight cards, and wayfinding throughout Disney California Adventure.
ART DIRECTION · VISUAL SYSTEMS · PRINT DESIGN
Celebrating the beauty and bounty of California.
The creative direction drew inspiration from the ingredients at the heart of the festival. Natural photography, organic illustrations, and a rich produce-inspired color palette brought together the variety of flavors found across California.
The system balanced the warmth and freshness of a culinary festival with the energy of a day at Disney California Adventure—creating a look that felt elevated, approachable, and distinctly Californian.
Photography
Real ingredients and vibrant flavors.
Color
A produce-inspired palette.
Illustration
Organic and full of character.
Ingredients for Inspiration
Our team explored multiple creative directions for the festival, each interpreting California’s culinary landscape in a different way. My concept centered on the ingredients themselves—using photography, illustration, and color to celebrate where the festival’s flavors begin.
The direction was selected for the final campaign and became the foundation for the visual system carried throughout the event.
Selected direction
Alternate directions explored during concept development.
The festival identity needed to work at very different scales—from something guests could hold in their hands to signage encountered while moving through the park.
A shared language of ingredient photography, illustration, typography, and color connected each piece while allowing individual applications to adapt to their purpose.
FESTIVAL GUIDE
A take-along guide helped guests navigate the festival’s culinary offerings and experiences.
TASTING PASSPORT
Guests collected a unique stamp from each marketplace, turning tasting into an interactive experience they could track throughout their visit.
SIP & SAVOR PASS
The campaign identity extended into one of the festival's most recognizable guest touchpoints.
WAYFINDING
On-property signage carried the system into the park, guiding guests through the themed marketplaces across the park.
The festival identity came together through collaboration between Low & Joe Creative and the Disneyland Resort marketing and creative teams.
© DISNEY
Lead Designer
Jenn Chow Tran
Illustration
Amy Lowe
Creative Director
Gary Low
Project Managers
Sandy Cheng
Susan Lim