Taste of MN
Crafting a fresh new brand for a food festival's return.
The new owners of Taste of MN had a new, modern vision for the brand that focused on bringing the diverse cultures and flavors of Minnesota to the forefront.
Our challenge was to overcome the lingering perception of what Taste of MN used to be: a typical midwestern festival with corn dogs and cheese curds. What people—even Minnesotans—may not realize is that Minnesota has a diverse population that makes it an extraordinary place to live and eat.
Taste of MN seized a unique opportunity to document and share Minnesota’s vibrant mix of cultural foods. Instead of limiting themselves to the expected—cookie-cutter depictions of midwestern fare—they celebrated diverse chefs by providing a platform that could showcase their personalities, experiences, and craft.
Every design decision embodies Taste of MN’s new vision of highlighting Minnesota’s diverse cultures and flavors, from the vibrant color palette and patterns to the custom mix-and-match typeface (which is entitled “Damn Tasty” and complete with seven different weights).