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Client

ICC Sydney Food

Sector
Hospitality
Disciplines
Strategy
Design
Communication
Packaging
Campaign
Verbal

Feeding the performance of people at ICC Sydney

ICC Sydney work hard to make every detail absolutely perfect for each event they host. A critical factor often neglected by other centres is food quality and presentation. Creating and serving food to large groups of people is far from easy and to do this at an award winning restaurant level is practically unheard of in the events industry. But this is exactly what ICC Sydney aimed to achieve. We were asked to create a food campaign that would promote their vision for how extraordinary food enhances the visitor experience and improves the performance of attendees.

Evolving visual equities.

The campaign heading Feeding Your Performance highlights ICC Sydney’s commitment to how offering restaurant quality cuisine dramatically improves the engagement people have with the events they attend. When creating a branded campaign identity it is important to be creative with the visual equities of the parent brand. Our solution adopts and adjusts the triangulation motif we developed for ICC Sydney — we overlayed three different coloured triangles (blue, green and red representing the convention centre, exhibition space and the theatre) to create a star suggesting quality. We ‘skewered’ this with a fork to playfully connect ICC Sydney to the food they serve.

Eat first with the eyes.

Before we taste food we first ‘eat’ with our eyes. We required beautifully photographed and art directed food to accurately depicted what is actually served but also captured serious appetite appeal. We also required photography which communicated the narrative behind Feeding Your Performance. This included the ingredient story of the exceptional produce selected from local artisans and growers across New South Wales to behind the scenes pictures dramatising the artistry and teamwork of ICC Sydney chefs.

A delicious outcome.

We put our campaign identity to work across communications, marketing material and uniforms. Feeding Your Performance was launched at a full-scale event served up in The Grand Ballroom at ICC Sydney where the campaign successfully broadcast the quality of food and ICC Sydney’s attention to detail to influencers and event organisers.

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Deliciously on-brand.

ICC Sydney Feeding Your Performance food service campaign brand identity kitchen staff chefs
ICC Sydney Feeding Your Performance food service campaign brand identity logo star
ICC Sydney Feeding Your Performance food service campaign brand identity food photography montage
ICC Sydney Feeding Your Performance food service campaign brand identity logo and plated food
ICC Sydney Feeding Your Performance food service campaign brand identity 'fresh' posters
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ICC Sydney Feeding Your Performance food service campaign brand identity food posters
ICC Sydney Feeding Your Performance food service campaign brand identity colour logos
ICC Sydney Feeding Your Performance food service campaign brand identity food packaging design and sticker
ICC Sydney Feeding Your Performance food service campaign brand identity food carrier bags
ICC Sydney Feeding Your Performance food service campaign brand identity food packaging design and sticker
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Propella created a beautiful food campaign from the elements of our master brand which clearly showed just how proud we are of our cuisine at ICC Sydney”

Tony Panetta
Executive Chef
ICC Sydney Food
ICC Sydney Feeding Your Performance food service campaign brand identity packaging design and food literature
ICC Sydney Feeding Your Performance food service campaign brand identity printed materials menu and food information
ICC Sydney Feeding Your Performance food service campaign brand identity coffee cup design cafe and tote carrier bag
ICC Sydney Feeding Your Performance food service campaign brand identity packaging tissue paper
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