SoNo Fest

Each year, the South Park and North Park neighborhoods call upon local restaurants to delight the palates of San Diegans in the ultimate chili smackdown. The battle is fierce, 40+ versions of chili concoctions are served, and victors are crowned by popular vote.

Project Type: Event Design

Skills: Illustration, Iconography, Handlettering, Pattern, Environmental Design

Client: SoNo Fest, San Diego, CA

SoNo Fest logo design
SoNo Fest illustration icon on chile pepper on retro 80s backgroundSoNo Fest illustration icon of tape on retro 80s background

Bitchin

The committee was looking to use a retro 80s theme for the SoNo Fest. We began with the typical pastel / day-glow approach, but there was a grittiness that was missing. After all, this was battle forged in the fire of spices! Perhaps triggered by a recent Stranger Things Season 2 binge, I wanted SoNo Fest to be a little edgier and rough around the edges. I studied VHS tape covers and old TV show logos. And with a touch of Helvetica, a new 80s-inspired brand was born.

SoNo Fest branding and colorsSoNo Fest poster front and back
SoNo Fest patternSoNo Fest poster closeup

Photo Credit: Beers and Cameras

Services provided:

  • Branding
  • Promotional flyer and poster
  • Social media
  • Event signage
  • Merchandise

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