Fauna Primavera Branding
Fauna Primavera is a music festival that has been established since 2009 at Espacio Broadway, just outside of Santiago, Chile. It’s a one day springtime celebration that features some of the top electronic and alternative artists from across the world. It happens every November and gathers between 10 and 15 thousand people to listen to more than 40 bands and DJs play from night until dawn (12pm to 5am). Featured artists include: Empire of the Sun, Phoenix, Pulp, Yo La Tengo, The Cardigans, Iggy Azalea, Homeshake, M.I.A., Mac Demarco, Neon Indian, Tame Impala and AlunaGeorge.
Design Concept: The festival was rebranded for the 2016, 2017 and 2018 events, to create a unique and fresh graphic system. The core concept is inspired by the effects of music on molecules in which sound waves influence the surrounding environment by moving molecules and changing their shapes. Thus, an organic and flowy system was created with abstract forms to represent the molecules in movement. This gave the festival graphics structure while allowing for flexibility which could be applied to many different formats.
Design Execution: After this abstract molecular world was conceptualized, the graphic system was applied to the main piece: the official poster. The initial proposals were modified until the flow of the elements, size of the lineup and overall layout visually fit. The flowy nature of this design allowed it to be applied to a wide array of mediums such as websites, posters, signage, stage design, animations, merchandise, wristbands and more.
Yet another successful application to the design was the sale of reusable cups during the festival which were kept by the audience as a souvenir and allowed for reduced waste.