GRASSROOT
GROOVES
Music Festival
Project Type
Student Project
Brand Identity Design, Logo Design, Illustration
Tools Used
Illustrator, Photoshop, Indesign
Grassroot Grooves is a music festival located in San Francisco for lovers of both indie pop and soul funk music. As two genres that overlap in listeners, motive, and style, it only makes sense to blend the two. The objective was to combine complementary elements of both indie pop, a genre I chose, and soul funk, a genre that was randomly selected by my instructor, into one aesthetic in a harmonious way. The target audience of this festival is young folks in their teens and twenties, of all ethnicities and genders. People who come to this festival are look for the escapist experience, filled with relaxation and connection.
BRAND IDENTITY
Mission Statement
Grassroot Grooves is a Indie Pop and Soul Funk music festival that is made for creative young adults who use music as an outlet for movement and escapism. It is a space made to bring together lovers of retro vibes and those who appreciate the unique authenticity and charm of these two genres.
Photos by Julian Myle
RESEARCH
Target audience
The target audience of this festival is young folks in their teens and twenties, of all ethnicities and genders. People who come to this festival are look for the escapist experience, filled with relaxation and connection.
Photos by Julian Myle
BRAND IDENTITY
Visual exploration
As genres I personally enjoy and see myself as the target audience of, I drew inspiration from my own experiences in order to have a more authentic and original concept for this festival.
In addition to doing research about the topic, I like to do rapid sketching as a part of my ideation process. I draw from inspiration photos and experiment with different artistic styles until I find one that has the right voice for the primary concept. Mushrooms, bellbottoms, wavy lines, and vibrant colors were the way to go as it blended the two genres together seamlessly.
LOGO DESIGN
Initial concepts
After collecting inspiration from different sources and receiving feedback from peers, some initial concepts were drawn up based on certain motifs and aesthetics that blended between the two genres.
LOGO DESIGN
Final Logo
After receiving feedback, this cheeky bellbottom adorned mushroom character became the center point of the logo which is paired with a retro fat-face bubble typeface and a thick cursive secondary text. The clever play on words is what inspired this design, and something that the target audience would also find humerous and alluring.
BRAND IDENTITY
Final brand guidelines
PRINTED MATERIAL
It's only appropriate this festival be advertised through iconic posters that once decorated the San Francisco Bay Area in the 60s and 70s.
Festival poster
MERCHANDISE
Every music festival needs exclusive swag for customers to show off after! After drawing up a few ideas, the ones that would appeal to our youthful and lively target audience were brought to life as high fidelity mockups.
Festival swag
Co-branded ready to drink beverage
Olipop is all the rage now! It’s a new probiotic soda beverage that is not only great for your digestive health but has some refreshingly tasty flavors for every mood. Grassroot Grooves has paired with Olipop to create this Strawberry Limeade concoction that contains Lion’s Mane, another great product for your health and mental clarity. Lion’s Mane is a reishi mushroom that is an anti-inflammatory, antioxidant and has immune-boosting abilities!
Co-branded ready to
eat product
Grassroot Grooves is about unwinding, grounding yourself, and having the time of your life. Well here’s a key component of that experience, perfectly packaged in a delectable little fruit flavored gummy. In collaboration with Incredibles, the "credible edible" cannabis brand, it's made from real fruit juice and non-GMO ingrediants, and got the perfect chew every time. And since sharing is caring, it’s got the perfect amount of servings for the whole crew!
You’re staying hydrated right? Well don’t lose your hydro! Stay stylish and organized with this custom canvas tote bag adorned with our iconic logo and sticker motifs.
Branded tote bag
To match with our mascot, the adorable bellbottomed mushroom, snag this bucket hat swag to complete your fit. Comfortable, functional, and fashionable!
Stylish bucket hats
BRAND IDENTITY
Advertisements
Grassroot Grooves is a Indie Pop and Soul Funk music festival that is made for creative young adults who use music as an outlet for movement and escapism. It is a space made to bring together lovers of retro vibes and those who appreciate the unique authenticity and charm of these two genres.
