Southbound Food Festival

‍‍The previous name, Birmingham Food + Culture Festival (shortened to "Food+"), created multiple barriers to growth that our festival naming strategy needed to address. The "+" symbol made the brand feel digital rather than physical, evoking streaming services instead of sensory culinary experiences, while inadvertently mimicking discount grocery store naming conventions that undermined the festival's premium programming. The symbol also created pronunciation problems when used in lieu of ampersands throughout event names (Food + Fire, Food + Funk), eliminating crucial word-of-mouth marketing opportunities. When people aren't certain how to say something, the wont talk about it.

The new name, Southbound, solved these challenges while embodying the brand strategy on multiple levels. It works as geographic truth (Birmingham sits in the heart of the South) and a cultural invitation (summoning visitors to experience what makes Birmingham a vibrant food beacon). Most importantly, Southbound is memorable, sayable, shareable, and searchable.