LAFW is a festival where cuisine and culture collide, and the most celebrated culinary talent in the country is brought together for a four day, city-wide, epicurean extravaganza. This rebrand concept includes an updated logo, brand colors, poster advertisements, admission passes, and web design.

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The strategy of this brand update is to break away from the casual street food festival style, and incorporate a high-end, glamorous atmosphere. This is achieved through an Art Deco influence full of heavy contrasts, vibrant colors with emphasis on black, hot pink, golden yellow, the use of borders and sleek and simplistic graphics with sharp lines, and a bold sans serif typography.​