AMERICAN FOODIE LEAGUE
The AFL is a league of American foods competing to dominate the arena that is America’s tastebuds.
The AFL is where American foods are badass mascots. I created a brand for the AFL, and within the league, each foodie team has a look and personality based on the dish and its origin. The foodies would then be showcased online through a website and social media and engage people to learn, interact, and vote for their favorite American
DELIVERABLES
Logo Design
Brand Visual Identity
Illustration
Cardprint design
Packaging design
Apparel and accessories
foodie development
The Process
My desire to design unconventional sports mascots is inspired by the number of different mascots representing Minor League Baseball teams. Food was quickly a theme that came to mind, and I knew American food would have a lot to build upon. Much of my research efforts on the AFL mascots were spent on each food and the history of its debut in America. I knew this would be rich with information due to our melting pot culture. At times it was hard to pin down the exact American originator of some foods. Despite that, each food still had plenty of exciting backgrounds to discover.
Characters
Brand Elements
Foodie Collector Cards
foodie favorites packaging
All of this foodie obsession comes together in a carefully crafted collector tin holding the featured 25-count foodie collector cards along with a foodie welcome pamphlet, Home Slice enamel pin, sticker pack, patch, pennant, and information on how to view and purchase more upcoming American Foodie merchandise.
