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Grand Cru Culinary Wine Festival

The Grand Cru Culinary Wine Festival makes it possible for world-leading researchers at Toronto General and Toronto Western hospitals to continue to push the boundaries of science across a wide range of programs.

The strategy

My first thought when developing the materials for the 2017 Grand Cru Culinary Wine Festival was that they needed to feel celebratory. I began by developing a larger than life wine "fireworks" icon which encompassed the existing logo for the festival. This helped to refresh the program and breathed new life into the design system. The housing folder was printed with a UV spot gloss finish on the wine bottles helping them to pop and gave the overall piece an extra feeling of elegance and sophistication. The 2017 festival was a huge success and raised $3 million.