Dig-IN : Brand Strategy & Design

The best of Indiana's agricultural and food communities will come together each August for a picturesque showcase that seeks to inspire the senses, educate the mind, and bring many of Indiana's best and brightest agricultural and culinary experts to the forefront. Kicking off in 2010, Dig-IN will feature educational discussion panels, cooking demonstrations, urban gardening exhibits, local chef Q&A sessions, wine tastings, beer and food pairing classes, and so much more.

The event's predecessor, Taste of Indiana, had lost some of its initial cache, resulting in "food on a stick" fare from commercial chain restaurants. Kristian Andersen + Associates, was approached by members from the local Indiana food community to help bring the event back to life, with a focus on sustainability. Kristian Andersen + Associates, had the opportunity to work with these stakeholders to craft an identity that would not only differentiate it from festivals of the past, but also from the countless other "Taste of __" festivals found across the nation.

Kristian Andersen + Associates began the naming process through discovery exercises, that included research of other local food festivals as well as interviews with the leaders of Dig-IN. Springing off of our findings, we generated hundreds of names before selecting the top candidates and recommending Dig-IN as the name of choice.

Once the new brand name was chosen and vetted for domain availability, we developed a fresh visual identity, that not only pays homage to the Indiana State seal, but also reconciles modernity with nostalgia. The visual identity was then translated into a number of brand expressions, that would support the brand launch at a stakeholder dinner, including menus, takeaways, t-shirts and presentations. Finally, we designed a micro-site and social media presence, that would fuel the impending grassroots-based event promotion.

Dig-IN was eagerly and graciously received by key stakeholders from around the State, as they celebrated a new taste of Indiana. Gathering support from investors, organizations, and individuals, they look forward to their first event on August 29, 2010, at the White River State Park.