Project Description

The Great American BBQ is an all-day culinary event celebrating the spirit of family BBQ. It showcases the cornerstone of American culture with an array of BBQ favourites such as baby back ribs, smoked beef brisket, great American wines and craft beers.

Hosted by Eat Drink USA, a company formed by EHG, Golden Gate Wine & Saison Food Service, the need for a S.M.A.R.T festival logo and identity emerged. An identity that is both visually striking to Hongkongers as well as Hong Kong-based expat community. Since the festival and its identity is filled with life, taste, fun & entertainment, as a frame of reference, we found inspiration in the fourth of July & American summer camps.

I spearheaded the creation of Eat Drink USA’s company logo as well as the GABBQ logo and brand identity; custom typeface, vibrant colours, distinct illustration-esque iconography, and a tasteful, fun tone of voice for all communications including the festival website.

Furthermore, in close collaboration with EHG’s Director of Operations, on behalf of Eat Drink USA, I spearheaded the GABBQ event which included conceptualisation, F&B offering, budgeting, ticketing, advertising as well as contracting an event agency to execute the GABBQ vision.

For its inaugural edition, The Great American BBQ attracted more than 2,000 festival goers.

RESPONSIBILITIES

Brand Identity

Brand Management

Event Conceptualisation

Event Management

Menu Development

Business Development

Sponsorship

Budgeting

Marketing & Public Relations

Art Direction