The Grub Fest
A three-day extravagant affair soaked in the best of nosh, music, and entertainment, The Grub Fest is India’s premier food festival that takes place pan India. Rebranding of the visual Identity of the Brand giving it a more international feel and incorporating Design as a form of communication through interactive forms around the festival. Digital, Print designing every season of the fest.
The Grub Fest
The Grub Fest is one of the largest food festivals in the country. We used a set of characters as the primary mediums of communication for the brand. The traits of these characters are defined by their culinary preferences. These preferences resonate not only with these characters, but a little bit with all of us. They are playful, moody, funny, but most of all, festive! For a festival that celebrates food, these made perfect sense.
Feeling the mid week blues? Say hello to Moody Mandy, sweet little girl who’s emotions are determined by her indecisive nature. Making a choice between two things send her to hypersensitive mode.
Her motto: “why choose 1 when you can want all?” Avoid taking her grocery shopping as she will rack up a bill equal to your month’s rent. Her pantry pretty much looks like the aisles of the grocery store. No complaints there, more variety for her sleepover snacks.
You never know what you will get with Mandy.
SWEET TOOTH SAM
Kick start your weekend celebrations with Sweet Tooth Sam. A super hyperactive kid that has a sugary delight for every mood. Who doesn’t love the rush of sugar in the system?
Lollipops, Jelly Beans, Gummy Bears, Taffy, Jaw Breaker, you name it Sweet Tooth Sam has secret stash away from the sight of strict adults.
Having Sam as your best friend means, sweet sugary treats every day!
Meet Greedy Gary, a handsome lad who knows how to enjoy a meal. He is constantly on the lookout for the perfect opportunity for an “all you can eat” buffet. Ask him what he is doing at the weekend, he’ll be online finding the restaurant with the best deal. Want to hang with him on the weekend? Be prepared to eat. Just eat, eat, eat.
He has self-declared himself as King of The BBQ too.
Meet Sassy Sally, confident, vivacious, and bold. She knows all about the latest food trends, hottest new places to eat and the bars with the best cocktails in town. Who doesn’t want to be around Sally? She empowers your inner sass, grabs that confidence within you and lets your wild side out.
She’s the girl with that spicy, unstoppable attitude in any situation, and will ensure she gets a table even if the restaurant is overbooked.
Say hello to Healthy Henry, a fine young man who is all about taking care of himself. Whether it be hitting the gym regularly, getting his recommended eight hours of shut-eye, or milking your one and only glass of vino on the weekend. Healthy Henry is pretty mindful when it comes to what crosses his lips.
At dinner parties, he shows up with gluten-free crackers, spinach chips, and homemade hummus.
Henry spends his weekends discovering new farmers market in the city, and is a sucker for home grown artisanal brands.
Say hello to Vegan Susan. A firm believer in resisting the use of any animal products. Eat • Sleep • Meditate • Spread Love, is Susan’s daily mantra. Vegan-ism is the change Susan wishes to see in the world.
Currently whipping out some of the tastiest Vegan recipes to make her food taste conflict-free.
nofilterneeded, say hello to Vlogger Veronica, the ever so trendy food blogger who is the first person to be invited for food tastings, restaurant openings and receives the latest snacks in town. Her apartment is filled with parcels waiting for her to create her famous “unboxing” vlog posts.
Veronica is often spotted doing squats, standing on a chair, doing strange back and forth lounges in public to ensure she gets the “perfect shot”. Ain’t no shame in looking weird in public, it’s all worth it for her weekly content.
You will definitely find her at The Grub Fest documenting her food journey.