The Hollywood Bowl celebrates its 100th anniversary this year, and LA’s favorite summer destination has never looked better, thanks to fresh new branding for the Food & Wine program.

Five years after Carolyn Styne and Suzanne Goin took the helm of the Bowl’s extensive food, wine and concessions program in partnership with Sodexo, it was time for an update. We were brought on to reimagine the look of the food and beverage program. From wayfinding signage down to the fine details like napkin dispensers, we created a unified visual identity for the program that allowed each of the locations shine.

Appropriately for the 100th anniversary, we created a brand that is bright, joyous and celebratory. Simple illustrations have a vintage feel, evoking iconic WPA posters of the last century, but the close-up cropping and vibrant colors modernize the designs. A broad color palette works together, while allowing enough range to complement everything from pizza to ice cream.

We created a unique design for each concession stand, within the overall property branding.  Large hero posters, menu board graphics, ordering kiosks, and equipment overlays all share a bold color palette and key graphics to bring them together.

Of course, at a venue as big as the Bowl, there’s always another project to do, so we’ve also been shooting video, taking photos and editing Reels, and we’ll be creating new signage throughout the season.

Happy Birthday Hollywood Bowl, hope you like the cake!