The National Museum of American History came to HUMANKIND to produce the visual identity and all print and digital assets for its 3rd Annual Smithsonian Food History Gala. This event kicks off a larger weekend-long Food and Wine celebration, where the prestigious Julia Child Award is given out. This year's recipient was Danny Meyer. We created a look and suite of items that reflected the themes of the event, the innovative spirit of the recipient and the need to engage new attendees.
The spring and summer harvests inspired the color palette and handmade graphic prints. The focus on quality food inspired us to take favorite fruits and vegetables and evolve them into decorative patterns and eye-catching graphics. Fruits and vegetables were cut in our studio and transformed into stamps dipped in India ink to create custom treatments with limitless possibilities.
In addition to a unique approach to color and graphics, we we considered creative formats when executing the collateral items. In place of a traditional invitation, we produced a series of tabbed recipe cards and the menu was made as a zig-zag deliverable adding a sense of surprise and exploration to the evening.