Oktoberfest
in the Gardens
| Oktoberfest in the Gardens had grown into one of Australia's largest festival celebrations, spanning seven major cities every spring. Like many annual event series that mature over time, it had reached a point where a refresh was needed to carry it into a new era while preserving the origins it was built on. The aim was to inject a renewed sense of energy and playfulness into the festival, reflecting the vibrancy of the Australian springtime whilst maintaining the traditional Bavarian beer festival roots at its core.
The new execution centres on an illustration-led artwork, with its composition taking inspiration from the previous identity's 'O' motif, using detailed illustrations to form the original letter silhouette. Capturing the spirit of the festival, this key illustration informs the rest of the identity system with its use of rich colours, characters and patterns. Applied as a flexible, cohesive visual system, using dynamic animation to provide a contemporary edge, while traditional typefaces and illustrated elements ground it in its Bavarian origins. Extended across a wide range of applications, from large-format physical site installations to motion, web and digital campaigns, the system maintains its impact at every scale — offering a vibrant, energetic world for a new generation of festival-goers to get lost in. CREDITS: |
| Client Completed at Executive Director/s Strategy Art & Creative Direction Design Lead Illustration Motion & Animation Illustration (Map) Copywriting Producer Editing/Videography Photographers Digital Marketing |
Nokturnl Events MITP Agency Alex Paioff Fraser Johnson Alex Paioff Jordan Lee Patrick Ball J-Eight Dave Gardiner James Gates Courtney Dagasso Tay Kaka Kaleb Woodward Jeff Ong Jordan Lee |