STAY HUNGRY is a unique, culinary experience, that fuses a connection between food and hip-hop. It began as an innovative culinary competition for high school students. With heightened interest, the project sought to expand and develop a cohesive brand identity. In addition to a logo and identity system, I created a brand awareness tour, placing SH at events such as SXSW and Taste Talks. I took a very literal approach, using pot, but adding gritty texture to reflect the gritty nature of hip-hop. The type for "Stay Hungry" was inspired by the iron work on gas stoves. The identity system also incorporates symbolism, another big element in hip-hop, with a mix of food icons and music icons.
Using my experience working with large events like MAIP Face of Talent, and the ADCOLOR Conference and Awards, I worked with the founder to curate experiences on site at SXSW, Jonathan Mannion's exhibit honoring the 20th anniversary of Jay-Z's Reasonable Doubt Album, over the course of several months to raise brand awareness.
Promotional Social & Activations
Stay Hungry was definitely ballin' on a budget when we first linked up. With that said, the brand awareness campaign, relied exclusively on social media at first. The direction proved fruitful, with the attention leading to being featured on platforms like REVOLT and Black Enterprise, as well as hosting a panel at SXSW in 2017.
The identity rebrand included updating how Stay Hungry approached key visuals for promoting their competitions. Hosted on Biggie Small's birthday, the system incorporated rough, handwritten copy, reflective of handwritten lyric sheets.