Dollywood
Flower and Food Festival Revised Brand Identity
Experience the Splendor of Springtime in the Smokies and Create Lasting Memories.
Blooming to life in spectacular color, Dollywood’s Flower & Food Festival celebrates the beautiful blossoms and fresh flavors of the season with larger-than-life Mosaicultures, unique foods, and whimsical entertainment!
Revising and refreshing Dollywood’s Food and Flower Festival branding, with a new logo, color pallet, festival pattern, and brand touchpoints.
The Festivals Mission: A Memory Making Brand
We strive to transform springtime in the Smokies into a truly immersive experience that leaves visitors reminiscing about their time here with smiles.
Target Market
Dollywood’s target audience includes families, couples, and groups of all ages.
Current Festival Identity
Food and Flower Festival Moodboard
The new festival identity will encompass both food and flowers while staying true to the Dollywood brand.
Colors will be more vibrant and typography will feel more adult.
Wordmark Creation
The wordmark needed to capturing the two unique draws of Springtime in the Smokies: Flowers and Food.
Final Wordmark
Color Palette
Color is an integral part of brand identity. Consistent use of the color palette is vital to generate a memorable experience.
The primary set of colors are used in the logo. These are the base colors to be utilized throughout the park during the festival.
Festival Pattern
The gingham pattern developed for the festival reference’s picnic tables and vintage fashion.
Dinning Icon
Clearly delineating which restaurants in the park have festival food is important for visitors.
This icon can be used inplace of the full Flower & Food Festival logo when necessary. This Icon will communicate to visitors that a certain restaurant/shop has specialty festival food and beverage items.
Touchpoints
The new identity system will be present in a range of applications. The versatility of these applications in format and scale showcase the new identity system’s success.
Food Signage, Food passes, Interactive Signage, and Merchandise.
A sign that both children and adults could interact with. When the QR code is scanned, it directs you to Dolly Parton’s "Coat of Many Colors" song, enabling park guests to listen to the song while admiring the larger-than-life topiaries inspired by it.
Takeaways
While crafting the branding for Dollywood's Flower and Food Festival, I discovered my passion for creating purposeful, immersive experiences through graphic design. The challenge of capturing the essence of springtime in the Smoky Mountains and the enchantment of Dolly Parton's world inspired me deeply. I aspire to be part of creating experiences where I can contribute to the creation of experiences that resonate with people, leaving them with cherished memories that endure.