Art Direction and Gastronomic Branding (Spanish, Eng sub)

Manage a visual identity project from the idea to its development
Unlike other identity projects, in gastronomy, branding must be aligned with the purpose of the chef and the experience he seeks to convey. Mónica Reyes is a graphic designer and freelance art director and has specialized in gastronomic branding, which has allowed her to work on projects of international relevance such as the Peruvian restaurant Usquyu, located in Kuwait.

In this course you will learn the whole process of creating the visual identity of a project related to gastronomy; from the previous stage to the design, where you will see how to work with the client based on their budget, to count the hours that you will dedicate to each stage and to integrate other professionals in case the project requires it. From a culinary proposal, starting from the client’s brief, you will develop a whole visual universe so that the experience flows through the senses.

The first thing you will do is learn more about the work of Monica Reyes, who will talk about her influences and her professional career.

Then I will give you some clues to help you better understand the work of a graphic designer and freelance art director: what should you take into account when working with the client, what materials do you need to work, how to prepare a budget, how to organize your team, your schedule and what files you must deliver according to the budget.

Next, you will work on identifying the personality of the brand for which you have to design and then you will create your inspiration moodboard.

You will design the logo, select the color palette, the typography and create a series of illustrations and visual elements to enrich the visual identity of your gastronomic branding project.

Then you will see how to apply the visual universe that you have just created in different supports and Monica will give you some tips for low budget projects.

Finally, you will discover the best way to present the whole concept to your client and the most appropriate way to send the files.