Unkommon Eats

When Unkommon Events expanded into food with Unkommon Eats, the new concept needed a distinct identity without losing the irreverence, energy and cultural instincts of its parent brand.

Route shaped a social-first visual world for the launch, developing the initial grid, typography and color direction, mood imagery and a repeatable library of graphics and templates. Drawing on retro design references and unapologetically playful compositions, we translated an early concept into a cohesive Instagram presence that could flex between promotion, culture and personality.

We then developed the storytelling beyond graphic announcements. Content introduced the independent restaurants and people behind the food, positioned Miami as an evolving culinary destination, and used humor and cultural observations to give audiences a reason to follow between event announcements.

The result is a flexible visual and editorial system that makes a new festival recognizable before its first edition and builds anticipation through the stories behind the experience.