client
KAABOO Music Festival
work
Brand development / Identity design / Brand guidelines / Identity system / Advertising campaigns, multi-year (traditional + digital + social) / Website design
Branding a festival franchise to disrupt the party scene.
KAABOO is a not-your-average music, comedy, food, and art festival. Focusing on amenities, KAABOO believes you shouldn’t have to sacrifice comfort for great live music.
project details
-
Music lovers who hate music festivals. Those want to experience live music but want to avoid the scene — basically, they don’t want to get puked on. These people are of differing age groups with enough disposable income to attend a destination music festival.
-
Push against the existing festival scene and create an artful and refined brand that stands out in the space. Emphasize the promise of a curated and high-class event that will meet the audience’s musical expectations and fulfill their desire for comfort.
-
An organic, modern, and premium brand that reflects the KAABOO experience: fluid, fleeting, refined, colorful, expressive, and exciting. An iconography system based on art, movement, and sound for use in marketing, signage, and merch to ensure brand flexibility. KAABOO expanded into additional markets with the release of KAABOO Cayman and KAABOO Texas.
In 2019, KAABOO was acquired by Virgin.