This personal challenge is another one week long project during which I designed a brand identity for the 2020 edition of the french techno music festival Château Perché.
Château Perché is a techno music festival occuring each year in a different french castle.
Château Perché provides a unique experience and deserves an identity that reveal its core brand personality.
I first defined key attributes of the brand regarding its culture, users, voice, benefits and values.
I then picked and named my main direction for the project: « The creative faith ».
A moodboard helped me to translate visually my previous analysis.
The first thing I want to show the extravagant side of this festival and its audience. Château Perché also have a mystical voice which I wanted to insist on in order to create something close to a spiritual experience.
This stylescape made the art direction clearer and helped me a lot staying consistent for the rest of the project.
The logo is often my point of reference in terms of decision making, at this point I spend a bit of time ideating and sketching before diving in production phase.
There’s only a few days left to produce final guidelines and brand collaterals, but thanks to my previous ideation work everything goes on pretty smoothly and fast.
In the end I produced a short brand book containing the essential of the brand identity (logo system, colors, fonts, tone of voice and imagery) a simple web page and a few mockups.