GRILL & GLORY
Barbecuing and grilling are deeply rooted in American culture. This outdoor cooking tradition is a relaxed and simple way to prepare food, using fire and smoke to enhance flavor. Today, grilling reaches its peak on the 4th of July, a holiday that has become synonymous with cookouts, warm weather, and leisurely gatherings. Many Whole Foods Market customers celebrate by enjoying time outdoors with family and friends, grilling favorites like burgers, ribs, and steaks, complemented by seasonal salads, sides, and desserts. The event Grill & Glory taps into this rich Americana food tradition, evoking the flavors, nostalgia, and spirit of classic backyard barbecues.
Overview
I was thrilled to contribute to the concepting for Whole Foods Market’s June 2025 grilling event, collaborating with the exceptionally talented Senior Copywriter, Carly Stember. This project allowed me to collaborate on the creative vision and bring Carly’s concept of an Americana-themed monster truck to life through illustration.
Discovery
Carly provided the initial sketch and conceptual direction, laying the foundation for the idea, and I had the exciting challenge of exploring a wide range of visual executions.
This process involved experimenting with different interpretations, from a classic monster truck to a grocery cart-inspired vehicle and even a burger-themed food truck, each iteration aiming to capture the bold, high-energy spirit of American grilling culture.
