A flexible identity brings energy and festivity to a celebrated annual wine & food event.
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The Wine and Dine Festival hosted by the Hong Kong Tourism Board has been one of Asia’s premier food festivals since 2009. Over the years, the festival has grown out of just wine tasting, with beer, spirits, fast food, and desserts all taking part, gaining international attention as well as becoming a local favourite.
Over the years, the festival has had a cliche and uninspiring “premium” tone of voice that no longer reflects the event or speaks to the audience. The self-limiting scope results in a rigid and inapplicable identity system, often resulting in little differentiation between communication materials, and being inadaptable to situations leads to an underwhelming sense of an event. To truly open up the festival to everyone and improve the communication experience, the design focuses on building a flexible identity system with a festive sense.
By combining bottles and wine glasses to form geometric shapes, the identity maintains a strong presence across situations, even when used individually. The vibrant colours not only allow the identity to stand out but also enable customer communication, such as differentiating between various coupons and tickets, allowing information hierarchy in a wide range of collateral materials.
