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Gatineau Festibière
By : Orkestra Inc.
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Communication & Branding
Categories : Brand Design / Brand Identity Creation and Update
Categories : Environmental Design / Brand Universe : Silver Certification
Context
Celebrating its 10th anniversary in the midst of a pandemic, Festibière had to reinvent itself in the face of a changing landscape. The days of huge crowds crammed under a simple marquee seemed possibly over. The general trend was also for beer consumption to decline in favor of other products, such as spirits and non-alcoholic beverages. It was therefore essential for Festibière to wipe the slate clean by offering a more modern, comfortable and diversified experience, far removed from the brewing industry stereotype of recent years.
Challenges
Festibière’s design is based on a desire for constant renewal. Every year, the festival’s environmental design is revamped to surprise festival-goers. The brand must therefore adapt to these new installations while maintaining consistency over the years. What’s more, as the site is often finalized just a few hours before the opening, it’s difficult to communicate the exact offer to festival-goers before they set foot on the site. Illustration plays a crucial role in enabling festival-goers to imagine a little more concretely what awaits them. Finally, with a growing demand for family events, Festibière also needed to give itself the tools to reach different age groups.
Design
Designing Festibière’s brand identity depended on close collaboration between all the festival teams and Orkestra. A somewhat chaotic dance, worthy of the event environment, where each team influenced and was influenced by the others in the course of festival production. Orkestra provided basic guidelines to the environmental design team, and in return received site mock-ups with a better idea of the new attractions, enabling the final identity, illustrations and marketing campaign to be fine-tuned. This interaction was not limited to design. The artistic programming and artisans showcased on the site also played a key role in defining the brand identity for this edition. The Orkestra team was in constant dialogue with the logistics teams, playing a guiding role when possible, and adapting when necessary.
Sustainability
Despite the annual renewal of its design, the festival relies on reuse and seeks to establish itself as a model to follow in the event industry. Although the festival’s appearance changes every year, the infrastructure, such as the furniture, bar and pools, remains the same and is reused. Everything has been designed to be durable, modular and eventually exportable, enabling extended use.
Collaboration
Communication & Branding : Orkestra Inc.
