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When Northwestern University Dining introduced FoodWorks The Best Of Local to the campus, a fresh brand identity was needed. Considering the feedback received from guests who had difficulty grasping the concept of FoodWorks, it became evident that using the slogan instead of the brand name would be more effective. Furthermore, to better align with the brand, I deviated from the original FoodWorks color scheme and opted for Chicago colors. This shift gave birth to a new sub-brand that more accurately represents its purpose. In order to accentuate the local aspect, I incorporated various Chicago themes such as the iconic city skyline, the distinctive six-pointed star, and an urban brick pattern.