Clare Valley Gourmet Week
Clare Valley Gourmet Week
Food + Wine = Good Times
Clare Valley Gourmet Week
Clare Valley Gourmet Week is a yearly event held in South Australia’s Clare Valley. A week-long festival of food and wine, it offers a break from urban life and a chance to explore SA’s beautiful countryside and all it has to offer. The organisers of Gourmet Week, which typically has an older clientele, requested a visual campaign targeting under-25s to breathe new life into the region.
New horizons, from comfort
Keeping the target audience in mind, I decided to focus on the food aspect of the Gourmet Week over the wine. Young people may have tried wine before, but their palate is not as developed as someone who has tried many wines. Focusing on the Gourmet Week’s food allows for them to approach it from a place of familiarity whilst having the opportunity to dip their toes into the wine world.
The Clare Valley Gourmet Week visual campaign incorporates graphic elements representing cutlery as well as being primarily red. The design draws attention to the spoon, which is glowing as if to say “The food out here is divine.”
Getting away from it all…
The modern world with its paved streets and traffic and KPIs can sometimes become a little overwhelming. The Clare Valley offers a chance to get away for a little while, enjoy the vineyards and fresh air. Sunsets in the Clare Valley, rendered here in an expressionistic duotone style, are said to be Australia’s most beautiful phenomenons.
