Art DIRECTION, finished art

Taste of California

About Fred’s

Fred's stands proudly among Merivale's 90+ venues, nestled in Paddington, NSW.

A haven of warmth and hospitality, Fred’s exudes a homely ambiance. With an unwavering commitment to sustainable produce and the dedicated farmers behind it. Fred’s head chef at the time, Danielle Alvarez builds her menu around seasonality and combines old-world techniques with innovation. 

Project scope + results

Starting their culinary festivities for the spring, Chef Danielle Alvarez, orchestrated a dinner series titled
Taste of California. This series was a celebration of the diverse regions and flavours encapsulating her home
state in America.

The task at hand was to craft a distinct look and atmosphere for the dinner series, along with three unique flyers (one for each event). These flyers, while individually tailored, were designed to harmonise with the overarching campaign theme.

For the overarching campaign, I carefully selected an image of a dish that intricately mirrored the map of California. Infusing the layout with the corresponding regions and event dates, strategically positioned to emulate the geography of California, serving on a plate as a visual ode to promote each event.