Music Festival Description:
“Strawberry Music Festival” is a music festival brand in China. It is founded by the domestic music label Modern Sky after the “Modern Sky Music Festival” in 2009. Compared with the “Modern Sky Music Festival,” the temperament of “Strawberry” is more diverse. “Strawberry Music Festival” also has the characteristics of spring, vitality, creativity, modern style, and playfulness, which makes it popular among young people. The festival starts in Beijing in Spring (Late April or Early May) and then goes around the country in places that include: Shanghai, Wuhan, and Hainan.
As the founder mentioned, “Strawberry” is not only a kind of fruit but also means an attitude to life. It represents the full enjoyment of music and life, a spring festival for everyone, and a new definition of entertainment.
Project Details &Portfolio: https://duoxd23.myportfolio.com/branding-strawberry-music-festival
Research Mood-board:
The target audience of this music festival are young people, and Strawberry Music Festival usually opens during spring, so below are the matrix of the festival. Also the key word for the festival are: playfulness, youth, colorfulness, strawberry and spring.
Brainstorm and Sketch
Based on the brand images and the youthful theme, I decided to use incorporate below elements in my design. (strawberry, splash, diamond, heart, circle and eyes).
Type Choice
I chose Observation as my display typeface because I wish to add the playfulness of the type to keep the consistency with my youthful and playful theme. I really like the eye elements in the center of each hollow space of the letters, which also inspire me to redesign the typeface and make it my trademark.
Color Palette
Final Visual System
Word Mark Design — Still and Animation
Invitation Animation
