Orange International Street Fair

Find Your Inner Flavor

To reveal one campaign-defining idea, we began by asking one simple question: Why do people go to the International Street Fair? Consumers have the desire to have an experience through food, the desire to connect to other people and other cultures, and the desire to connect with family and friends. Enter our Big Idea: Find your Inner Flavor. It’s the moment you have some delicious Italian food and think to yourself “Yes! I’m Italian too!” even if it’s only just five percent. This is about much more than finding food that you love, though: it’s about connection. It’s something distinctly human, something we crave and when you take the first bite of any culture's cuisine you link yourself to someone else.

Naturally, when crafting our visual style, we sought to communicate the fair’s fun personality, as well as its history, using colors and textures associated with nostalgia- all while bearing in mind current design trends. Conceptually the poster is meant to depict the way the fair can transport and connect consumers in a literal way. We hope that the poster will allow the viewer to feel as if they too are in the balloon with our target personas, Paul and Libby. The hot air balloon carrying our personas also serves as our logo and communicates both the literal interpretation of “finding,” as well as more subtle messages about the adventure and exploration that comes from trying new things and the act of finding one's flavor.

Our addition of a nighttime version of the poster, in addition of a daytime version, stemmed from a desire to communicate that the fair is no less alive during the night and while it does cater to a slightly different crowd, its energy doesn’t really change. The fair’s essential qualities and ability to bring people together doesn’t leave with the sun..