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 at the event - 1.Budweiser Brew district - An experiential arena for the audience to play AI filtered games, make their own music, indulge in live photo booths all while enjoying their Budweiser beer 2.Their own Budweiser bars at different Music stage stations.
What we did
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 content that cladded the space. These included immediate touch - points such as paper cups, bar mats, coupons, tv-screen displays and art direction for Interactive games at the venue.
The Challenge
Budweiser as a brand wanted to replicate an electronic vibe while maintaining its original essence.To translate Innovation, discovery and Inspiration. We took cue from train stations and the constant to and fro movements that go about the space. Much like the euphoria that enthrals the electronic genre.
Timeline was also huge mountain in this project. We had a span of 5 days for complete approval of the space design , digital content and collaterals.
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 a euphoric representation of DGTL and Budweiser coming together resulted in a maximalist form of layering combined with controlled chaos.
