Truffle Festival
Date
September 2018
Category
Art Direction, Print Design, Event Campaign
The Truffle Festival at Newport Mall was a marketing event dedicated to celebrating everything related to truffles. This festival served as a venue for truffle enthusiasts, chefs, restaurant owners, and the general public to celebrate and appreciate the delightful flavors of truffle-infused cuisines and delicacies.
The aim of this project was to design a unique visual identity that reflected the Truffle Festival and cohesively blend Newport Mall’s brand of elegance and luxury. The design should have included the food imagery of the participating restaurants, as well as the activities, gourmet offerings, and the experience that the audience would receive when they attend the event. Another goal was to encourage the consumers to visit the various stores within Newport Mall.
As the designer, I led the visual direction and design execution, ensuring that the campaign identity communicated the event’s refined essence while staying consistent with the mall’s premium branding. I collaborated closely with the marketing team and event organizers to translate their vision into cohesive visuals across multiple touchpoints.
Main Poster with Retail Partner Posters
began by exploring how texture, tone, and form could visually represent the richness of truffles. Two design directions were developed: one with a modern, minimal elegance and another with a more organic, earthy sophistication.
After reviewing the concepts with the team, the refined industrial aesthetic was chosen. This approach combined deep browns, metallic accents, and clean typography to evoke both luxury and authenticity. I then expanded the identity across promotional materials, digital banners, and in-mall visuals, ensuring that each piece communicated exclusivity and sensory appeal.
Store Window Poster
Panel Board
Easel Poster
Indoor Stand
Light Box
The approved design option was adapted and resized for various mediums, particularly mall peripherals, such as lamp post banners, easel and store posters, flyers, indoor stand banners, and panel boards, as well as for social media postings, to visually communicate to a broad audience. Another variation of the design anchored from the original one was produced to showcase the offers of the participating retail partners.
Lamp Posts
Social Media Posts
Retail Partner Posters
Flyer Handouts
The final design successfully conveyed the richness and allure of the truffle experience. The event attracted strong attendance, with increased engagement from diners and restaurant partners. The cohesive visual identity elevated the festival’s reputation as a premium annual experience and strengthened Newport Mall’s image as a premium lifestyle destination.
This project taught me how design can shape sensory experiences and guide audience perception. Translating the qualities of taste and luxury into a coherent design language required both creative empathy and strategic thinking. Moving forward, I aim to explore how design can do more than communicate, promoting cultural understanding and creating meaningful experiences.