Fuelling Tourism with food!

Creatively thinking about making Ireland’s food tourism businesses stand out.

Irish food goes to the heart of us as a people. It’s about emotional connections, time spent together. Food inspires travellers. It lights up social media. It connects visitors to the heritage, culture and people of a destination in electrifying ways. Food puts place on a plate.

Exploring food as a driver of tourism, Fáilte Ireland hosted a major new conference, Food Connect, in Tankardstown House, Co. Meath last September. This inaugural event explored the story of Irish food and how it’s now worth billions of euro to tourism. Aimed at food businesses in Ireland’s Ancient East, the Wild Atlantic Way and Dublin it featured expert speakers, mouth-watering food showcases, panel discussions, networking opportunities and new findings on Irish food and tourism.




TOTEM’s job was to create a contemporary identity for the event to communicate this connectivity with food and heritage. We put on our thinking caps to capture the essence of Irish food – quality produce in an natural environment – to help set the scene and tell the story with the suggestion of Irishness. We created a clean, typographic identity using a contemporary typeface. The words Food and Connect were interlinked – visually illustrating connectivity. The “O” in CONNECT became a plate with the Fáilte Ireland shamrock motif placed on it. This perfectly captured the spirit of the tagline “Putting Place on A Plate”.





The design was then brought through all digital and printed material to help brand the venue and the event, highlighting the balance between food, its producers and the natural environment.

• A ‘Save the Date’ digital invitation to boost awareness of the upcoming event and date.

• The programme contained the conference events, speakers biog’s and most importantly at a food conference – lunch and dinner directions! The programme itself was a slender and elegant size, practical to carry at the conference, complimented with imagery emphasising Ireland’s natural landscape – the origin of all the food produce.

• A range of stands and banners were used as focal points and also for photo opportunities.

• Window vinyls to brand through the venue, and name badges for each visitor to the event.

• A deck of PowerPoint slides was used as a backdrop during panel discussions and notifying visitors of the all-important lunch break!


Successful woman making a presentation in a business meeting and showing statistic graphs


With 120 Irish food and tourism trade, mixing cutting-edge insights and new market intelligence, the event was a huge success and the start of a new direction recognising Irish food tourism for the important sector that it is.