Chomps edpa Competition
For this project, I collaborated with my Graphic Design Practicum class after being commissioned by the Midwest chapter of the Experiential Design and Producers Association (EDPA) to respond to a fictitious creative brief for Chomps Meat Sticks. We were tasked with designing two trade show booth experiences—a 10x30 main booth and a 5x8 activation sampling zone—for the Natural Products Expo West ‘26. Inspired by the energy of the 2026 FIFA World Cup, our concept focused on creating a bold, sports-driven, immersive brand experience that reflected Chomps’ existing personality while elevating it into a dynamic physical environment.
Working within Chomps’ established style guide, I developed graphic applications that felt energetic, confident, and brand-forward. Because we were given pre-existing booth structure templates, the focus was on environmental graphics, storytelling, interactive gaming concepts, and attendee engagement rather than structural design. I helped create bold visual moments, strong typography systems, and sports-inspired graphics that translated seamlessly across both booth scales. The goal was to attract attention in a competitive expo setting while reinforcing brand recognition and encouraging product sampling.
Our booth concept was recognized as Runner-Up in the competition, which affirmed the strength of our collaboration, strategic thinking, and visual execution. Through this project, I strengthened my understanding of experiential design and learned how to think beyond flat layouts and design for space, movement, and interaction. I gained experience working within strict brand guidelines while still pushing creativity, and I developed a deeper appreciation for how environmental graphics can transform a brand into a full, immersive experience.
Goals
Translate Chomps’ bold brand identity into an experiential environment appropriate for Natural Products Expo West, a major industry platform for brand exposure and product discovery.
Design booth graphics that attract attention among thousands of attendees and exhibitors.
Create a cohesive visual system that works across multiple booth formats (main booth + sampling zone).
Infuse sports-inspired energy and storytelling to reflect the global event theme.
Increase attendee engagement through interactive elements and bold visual communication.
What I Learned
How to design beyond flat layouts and think spatially for environmental graphics
How to work within strict brand guidelines while maintaining creative originality
The importance of collaboration in experiential design projects
How storytelling, interaction, and visual identity work together to create a memorable brand experience
How to design for real-world engagement, not just aesthetics