discover how HRZN branded and launched ABC food tours, a NYC based program focused on implementing experitnal learning platforms for underserved students.

the challenge

ABC Food Tours reached out to us and explained their goal to implement an experiential learning platform for students in NYC living in underserved communities that will educate, motivate, and inspire them to overcome life’s obstacles. The use food and their local community to surround students with restaurateurs, entrepreneurs, & immigrant business owners who have all overcome similar hardships. Their philosophy is that if they show these students what outcomes are possible in life, they can begin to envision these realities for themselves.


Our challenge was to create a Brand Strategy that communicates ABC Food Tours core values of Feed, Educate, & giveback. Using that strategy we were asked to build out their online web presence with different custom functions and create on going content that tells the story of the tours and the students.

our solution

We used our art development skills to design a logo and style that is not only modern / sleek, but showcases that ABC works with food in the big city. We then took inspiration from old school alphabet blocks to create a color scheme that caries throughout ABC’s marketing.

There were 2 main goals we set when developing ABC Food Tour’s website. First one was building an online space that makes it easy to sponsor kids food tours. Integrating a eCommerce platform within the main navigation makes it easy for the user to help out. Goal number 2 was to tell the ABC Story as authentic as possible. Things don’t have to be wordy or complicated to be great. Using clean UX design, we developed the website to make it easy for the user to understand who ABC Food Tours is and why they do what they do.

As ABC’s tours are always happening, we’ve had the pleasure of creating documentary type content that gives an inside look to the tours and the impact they make. 

Along with the videos, we also document the tours with photos. These images help showcase what is going on and gives ABC Food Tours the tools to easily communicate messages to potential sponsors and other businesses that may want to get involved.