Destination Mediterranean

2023

“Destination Mediterranean”, a culinary celebration hosted by Whole Foods Market, extended it’s run through March 2023. While the event originally centered around Greece, my reimagining has drawn inspiration from the diverse cuisines of the entire mediterranean region, including Italy, Spain, Portugal, and France. It’s a heartfelt tribute to my cultural roots, evoking the cherished recipe books of my Spanish Abuela and the warm memories of my Nonno’s home.

Project scope

• Art Direction

• Illustration

• Concepting

Discovery

Throughout the ideation phase, I delved into various creative directions, drawing inspiration from my travels and the nostalgia of growing on a Southern European home. It was clear to me that I wanted to maintain a strong emphasis on food. Initially, I considered an 'azulejo' tile design, but as the process evolved, these transformed into exquisite stamps, symbolizing the diverse Mediterranean locations simultaneously. My passion led me to employ my illustrations and typography to give each stamp a unique character. Additionally, I was determined to label each ingredient in its native language, adding an authentic touch to the design.

Reflection

This project stands as one of my highlights for the year, offering me a cherished chance to honor my culture through creative design. It pushed me to break free from conventional boundaries, ultimately leading to results that fill me with pride and satisfaction.

Project status

In my view, 'Destination Mediterranean' deserved a more prominent role from the start. While it may not have been initially recognized as an elevated event, it held a special place in my heart. This redesign is a personal tribute to an event I deeply appreciated, even though it is not an official concept endorsed by Whole Foods Market.