During their fall semester, juniors in the Visual Communication Design Program take Introduction to Branding, a course that begins with a detailed study of brand and brand identity, and culminates in the development of an integrated branding system. A high degree of conceptual, aesthetic and technical ability is considered in three projects beginning with a rebrand of a local organization, followed by the branding of a fictitious culinary experience, and ending with creating a new brand for a business in the wellness, music, or toy industry.
The way Americans consume food has been evolving. Societal changes, technologic innovations, and environmental concerns are changing the landscape of food consumption. Climate change has made people question their dependence on meat and poultry. The pandemic has opened avenues for innovation in the way commercial kitchens craft and deliver food for patrons, while also reminding us that the experience of great service in a well-designed space can’t be topped by simply staying at home. New culinary experiences are challenging how we think about food consumption, and strong brands are leading the charge. For the Culinary Experience project, students are assigned a food service category at random, as well as a genre to give their culinary experience a point of view.
