PEELfest
PEELfest is a music festival highlighting musicians from the Peel region.
PEELfest is a music festival concept highlighting musical creatives and businesses from the Peel region: Brampton, Mississauga, and Caledon, for music lovers and by music lovers. It also serves as a social and networking hub for professional and independent musicians, a refreshing alternative to Toronto centric events, communities, and venues.
branding!
branding
festival
wayfinding
12 weeks
Key Features
Brand purpose
Bloomfuel exists to challenge how we value food and fuel the body using what’s already good, not what looks perfect. Ingredients are sourced locally and ethically, using fully edible but imperfect produce to reduce food waste. This commitment inspired Bloomfuel’s “lumpy supermarket” visual language, with organic forms reflecting the fruits and vegetables inside.
Essentials
1 : Colours
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Blue and pink, a contrast representing the duality of the festival rather than the two peak times of the events (day, night). Although commonly associated with gender, I wanted to take a spin of the common attributes related to pink and blue and make them work together.
Heart clef: a bass clef and a treble clef joined together to create a pink heart, a connection to the brand slogan For the love of local sound.
Spike like shapes throughout assets, adding sharpness to the overall roundness of the brand.
Paper-like and halftone textures, to represent the accessibility and DIY feel of the festival.
Halftone effect and layer blending modes intentionally picked to give off a riso printed effect, layering strong colours and gradients.
2 : Shapes and spikes
In order: Orange, beetroot, strawberry, ginger, apple, lemon, cucumber, carrot. Stylized with curves and lumps that were intuitive to reinforce making each shape unique. All "round" fruit, like the citrus in this case, follow the same shape with differing colours and sizes.
Brand Applications
1: The can
The main star of the show and vessel of comunication.
Centerpiece of all of our branding
2: The poster
Indicator to suggest consumers to drink Bloomfuel instead of any other juice based drink, essentially.
3: The gift card
Casual, and oriented towards people who work in groups, or are already fans of Bloomfuel. The Os are stylized and replaced by the main icon.
4: The billboard
Made to spread general curiosity about the brand by not exactly labelling it as an energy drink, but making quips about its flavours.
5: The stickers
Modeled after stickers places of produce at grocery store. For stamps (certification) as as merch.
Wayfinding Series
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