The Big Grill Festival Identity Design

The Big Grill Festival based in the United Arab Emirates brings together the city’s most exquisite grill-masters and highest quality meats for grilling in a festive and fun atmosphere. The festival also includes a designated play area for children, with bouncy castles, rides, games and arts and crafts. I was tasked with creating a design which would reflect the event concept of rock’n’roll, grilling and music. Due to the cultural restrictions of the location (UAE), the means of expression were limited to images of music, firere and vegetables, with no permission to use any images of meat or drink/alcohol. The vision had to be masculine, bold, yet fun at the same time. The design that was developed was awarded an international award and published in the prestigious Graphics Logo/Letterhead, 9th Edition.

The Big Grill Festival


Ekaterina Asparouhova


Mood Board

This project was an interesting challenge indeed. We worked to create an original, recognizable and unique design which would “tell it all without showing it all.” The component selection was crucial, as each component needed to express the essence and suggest forbidden elements simultaneously.


The design was created from scratch, with a simple, clean, yet expressive style. We emphasized the shape itself, and kept the colors to a minimum. The design would have to render well in any size.

The Award


The result was a playful design with flowing and curved shapes. The rock’n’roll feeling was achieved with the guitar silhouette, and just a hint of food/meat shown with the grill. We also added gaming and chilly pepper elements.


Brand Guide