AMEX® GOLD CARD PICNIC IN THE PARK
American Express and Resy launched a unique and never-before-seen consumer concept: Amex® Gold Card Picnic in the Park. In partnership with notable chefs/restaurants, custom picnic kits complete with branded swag were created for groups of friends to enjoy in outdoor environments. The event took place across 4 cities in the US: NYC, BOS, LA, SF.
Art Direction and Design: Tania Bou Samra
Illustration: Virginie Morgand
Photography by Meredith Jenks
The overall branding of the event is bright and fun – combining pastel colors with saturated pops of color, classic picnic patterns, and playful typography. We incorporated illustrated figures in a picnic setting to add in unexpected touch points such as print collateral, a branded truck, or a social animated asset. The characters impart a sense of quirkiness, playfulness, and whimsy.
