Event branding and collateral design for Nose To Tail: The 13th Annual Culinary Apprenticeship Dinner at the Fairmont Waterfront.
Art Direction, Design & Production: Jennifer Bourne
Photography: Brian Van Wyk
The Fairmont Culinary Apprentice Dinner was launched as a forum for Fairmont apprentice chefs in the Pacific Northwest region to demonstrate their artistry to friends and family through a culinary challenge. Each year, a team of apprentices from each hotel in the region is in charge of preparing a six-course tasting menu. The theme Nose to Tail was chosen to highlight Fairmont Hotel's dedication to sustainability and the promotion of stronger local food systems.
The challenge was to work with the chosen theme and create a brand identity that would enhance the guest experience and highlight the achievements of the apprentices.
The Nose To Tail logo was designed to be used on it's own, as well as in conjunction with the Fairmont corporate logo and the Fairmont Apprentice Dinner name. The design direction chosen was bold, clean and minimalist. The condensed stacked text enclosed in a rectangle acted as the base or building block that can be added to and balanced with additional elements.
Nose to Tail pays homage to the lesser known cuts of meat and each dish included a minimum of three cuts to profile different flavours, textures and cooking methods. Early in the design process it was determined that using butcher cut illustrations to bring awareness to the under-utilized areas of each animal would be a key part of the visuals. These, along with additional food related illustrations, were used to build out the identity and were integrated into the menus, place cards, projections, signage, bar wraps and the awards presentation.
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