Re-branding to raise awarness, aiming to preserve Cabbagetown’s authentic character in the new identity for Chomp & Stomp event.
The purpose of this project is to raise awareness about Atlanta's Cabbagetown neighborhood and its rich history, ultimately aiming to preserve its authentic character in the new identity for the Chomp & Stomp event.
TITLE
Chomp & Stomp Event Rebranding
ROLE
Graphic Designer
HATS WORN
Graphic Design, Rebranding, Problem solving, & Communication design
TOOLS
Adobe Illustrator, Adobe Photoshop, & Keynote
DURATION
3 Weeks
TEAM
Solo Project
A part of this project will be used in the upcoming event!
PROBLEM STATEMENT
How might we retain the authentic look of Cabbagetown while creating a new identity for the Chomp & Stomp event?
Success Metrics: Win due to part of it being used in the upcoming event
The success of the new identity for the Chomp & Stomp event will be measured by community feedback on the authenticity of the design, increased attendance at the event, and enhanced engagement on social media platforms reflecting the historical and cultural essence of Cabbagetown.
SOLUTION
Crafting an authentic Chomp & Stomp identity that celebrates the rich heritage of Cabbagetown.
Develop a new identity for the Chomp & Stomp event that incorporates key visual elements and design motifs from Cabbagetown's historical and cultural heritage. This will involve engaging local artists and historians to ensure authenticity, and conducting community consultations to gather feedback and ensure the design resonates with residents and visitors alike.
RESEARCH
CABBAGETOWN
It’s east of downtown Atlanta
TALE 1:
According to Marion A. "Peanut" Brown, when she moved to the Fulton Bag and Cotton Mill Village in 1919 she got her first job peddling produce on foot and carrying baskets of sweet potatoes from door to door. There she met and worked with Joe Newman from a mule-drawn wagon. They peddled around town through the week but on Fridays and Saturdays many produce wagons would park at one of three different mill gates. They soon found that cabbages sold better than all the other produce and decided to take entire loads of nothing but cabbage, thus the beginning of the name Cabbagetown. She says the name slowly spread and by the mid 1930's the place was well known as Cabbagetown.
TALE 2:
Another explanation is the mostly transplanted poor Appalachian residents (largely of Scottish-Irish descent) who worked in the nearby Fulton Bag and Cotton Mill, would grow cabbages in the front yards of their shotgun houses and one could distinctly smell the odor of cooking cabbage coming from the neighborhood. People outside the neighborhood said "Cabbagetown," with derision, but it soon became a label of pride for the people who lived there. A variation of this explanation is that a local cab company operating off Memorial Drive gave nicknames to various neighborhoods they serviced and the specifically called the mill town Cabbagetown, because of the smell.
TALE 3:
Yet another explanation is that a train carrying a load of cabbages derailed by the mill adjacent to the neighborhood and the poor residents quickly accumulated the cabbages and used them in just about every meal. A variation of this legend has a Ford Model T taking a sharp turn at one of the main intersections of Cabbagetown, and flipping over spilling its cargo of cabbages across the street. Someone yelled "Free Cabbages!" and they were soon carted away by the residents.
INTRODUCTION
Cabbagetown is one of Intown Atlanta's best-kept secrets. It's a small and artsy historic neighborhood. The entire neighborhood is around only four square blocks but considered to be a hub of art and culture.
The purpose of this project is spread awareness about the nighborhood and its rich history among people and make better use.
HISTORY
Cabbagetown's rich history dates back to 1881 when it was populated primarily by Scottish and Irish Textile Mill Worker. It is one of the Atlanta's oldest settlement.
It is comprised of shotgun and cottage style homes. A German Jewish immigrant Jacob Elsas spearheaded the construction of the Fulton Bag and Cotton Mill.
CULTURE
Cabbagetown is home to a unique mix of families, singles, young couples, artists and professionals. Home style include farmhouse Victorians, bungalows and early 1900's shotgun style homes.
The Chomp & Stomp event in Cabbagetown, Atlanta, is an annual chili cook-off and bluegrass festival. It's an annual cultural celebration.
Photographs from Cabbagetown
CHOMP & STOMP EVENT
It’s an annual chili cook-off and bluegrass festival
ABOUT
Chomp & Stomp typically takes place in the Cabbagetown neighborhood, known for its artistic and bohemian atmosphere. The event features a chili cook-off where local chefs and residents compete to showcase their best chili recipes. Attendees can purchase tasting spoons to sample different chili entries and vote for their favourites.
In addition to the chili competition, Chomp & Stomp often includes live bluegrass music performances, art displays, and various vendors selling food, drinks, and crafts. The festival provides a lively and community-oriented atmosphere, attracting both locals and visitors to enjoy a day filled with good food, music, and fun.
Photographs from Chomp & Stomp event 2022
Brand Personality: Quirky, Creative, Collaborative, Energetic & Inviting
Target Audience: Millennial Gen Z
Brand Voice: Authentic, Lively, Joyous, Colourful
DESIGN DIRECTION
Color Palette
The color scheme complements the chilli cook-off, blending well with the chilli’s essence and the Cabbagetown's vibrant spirit.
Typography
Helvetica & Spray letters
Derivation of Patterns
All patterns are extracted from the existing murals in Cabbagetown.
Process of Logo re-design
FINAL DESIGNS
Communication Design
TAKEAWAY
A vibrant celebration of food, music, and community that strengthens local bonds and celebrates tradition.
Through my exploration of the Chomp & Stomp event, I gained a deeper appreciation for the cultural and communal impact of this vibrant festival. By critically examining various aspects of the event, including its culinary offerings, musical performances, and community engagement, I learned how such events foster social cohesion and celebrate local traditions. This project revealed that studying the organizational and experiential elements of community festivals can open new avenues for enhancing community building, cultural appreciation, and local economic development.
