banner

The Project

The Gindulgence Festival was created to celebrate New Zealand’s Craft Gin, bringing together the best craft gin producers from all over the country to showcase their products and the New Zealand Craft Gin industry. Our task was to create the brand and apply this to festival collateral. This included designing the website, festival advertising, signage, social media assets, festival programmes and posters, site maps and exhibitor information.

image

The Process

Our task was to create a brand that portrayed the artisan craft of producing fine small-batch New Zealand gin and give it an elegant but exciting festival vibe.

Our point of departure was to create a sophisticated icon device, inspired by the botanicals used when making New Zealand Craft Gin (Juniper, Manuka, Kawakawa and Horopito), along with fern imagery giving a distinctly New Zealand feel. An organic hand-rendered illustrative style was deployed representing the ‘artisan craft’ nature of small-batch gin distilling. Movement in the typographic treatment was combined with a limited colour palette to give a fun and energetic festival vibe that ‘spoke’ of the audience experience.

image
image

The Results

Launching a new event in a busy consumer market is never an easy task however the Christchurch Gindulgence Festival sold out within weeks of advertising ticket sales on social media.

The Festival was such a success the organisers decided to run the following years Christchurch Festival over two days instead of the previous one-day festival, as well as launching the Festival in Wellington over another two days and Auckland – more than quadrupling the size of the festival in two years.

image