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It’s About the Food

Logo & Brand Materials

Contemporary cuisine is always moving and changing. UNT Dining Services is a department that strives to continue to grow and change with cuisine, from sustainable food management and practices to user-focused service. The Dining Services brand, ‘It’s About the Food’, features the frying pan and vegetables to portray these A+ Dining principles while celebrating a plant-based focus looking toward the future.

The rainbow of colors are inspired by UNT-brand green, and by the chard and lettuce grown sustainably on-campus in a hydroponic freight farm. These greens are grown only 10 feet away from the Dining Hall where they are served fresh or cooked into incredible vegan dishes.

A Fresh Start

In 2021 Dining Services expanded their brand with an all new logo and website made from scratch – just like their cuisine. As project lead, I’ve had the privilege to craft both the logo and website design in order to create a seamless brand experience and streamline the design process.

Creating contemporary design while working with a previously-established brand comes with many challenges. While the goal to increase sales is attainable by showcasing amazing work, the true challenge was keeping each element consistent with a University that has been around for 125 years.

In-house Brands and Pieces

‘It’s About the Food’ encompasses a large department, including 20+ international retail brands as well as five dining halls and many self-operated retail concepts, an upscale restaurant and catering. There are many pieces for print, packaging, art direction and other applications that the team produces together. The main focus is to consistently achieve a ‘Whole-Foods’ level of clarity in brand values, and personability in appearance and packaging.

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