BUDWEISER X DGTL BRANDING ,
THE CHALLENGE
SOLUTION
DGTL 2023 INDIA
The biggest Electronic revolution hosted its annual festival in Mumbai and Delhi. Budweiser as an official partner set up two major touch points in the event - 1. Budweiser Brew district - An arena for the audience to play AI filtered games, make their own music etc. 2. Experience Budweiser bars at different spots at the venue.
While others distract with gloss, jargon, and surface flash,
we operate on a sharper, simpler principle
How does a beer brand like Budweiser place itself within the context of an established music festival and still look collaborative?
By building on a metaphor that replicates the festivals
key qualities : Momentum
DGTL is an electronic festival. To showcase momentum and high energy we took cue from train stations. The constant to and fro movement were infused in Budweisers assets - including their logo, emblems and layouts, much like the euphoria that enthrals the electronic genre
MY ROLE
As the communication designer, I worked with a space designer very closely to provide creative and art direction to the space aesthetics as well as the print and digital media. These included immediate touch points like paper cups, coupons, TV-screen displays and art direction for interactive games at the venue.
VISUAL DIRECTORY
VISUAL DIRECTORY
Visually we translated the hustle of a train station with various symbols such as the budweiser monogram adapted in circular form, a playfully replicated gradient of the bow tie and Budweiser branded running strips to add dynamism. Over all the idea of euphoric presentation of DGTL and budweiser coming together resulted in a maximalist form of layering combined with controlled chaos.
