Typically, sports stadium concessions follow a consistent application of graphics. This leads to a similar experience at each stand, removing any chance to create an wholly unique impression on the consumer.

The solution to drive sales is to create destinations by developing distinctive food options and coupling those with strong identities. This combination creates the feeling of receiving food not from a “concession stand” but rather a restaurant that set up business within the concourse of the stadium.

I directed the design team to name and develop brands based on the local culture. These brands included stories, logos, and distinct graphic treatments. We then worked with the team owners, food service provider, and SRP-MIC to develop these identities further.

We created destinations that positively impacted the environment and increased food sales.