American Foodie League

AFL Logo & brand identity design

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

• Visual Identity

• Illustration

• Cardprint design

• Packaging design 

• Apparel and accessories

The Design 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.