Медовуха FEST—
первый всероссийский фестиваль медовухи
Разработка концепции включала не только создание айдентики. Необходимо было продумать такие элементы, которые бы легко встраивались в любой формат и могли самостоятельно использоваться в дальнейшем организаторами фестиваля. Сложность заключалась и в обширной программе фестиваля, включающей мероприятия как для широкой публики (игры на воздухе, представления, мастер-классы), так и узкоспециализированные — для самих производителей медовухи. Соответственно, стиль должен был легко перекладываться в более строгую бизнес-интерпретацию.
Medovukha FEST
MeadFest [MedovukhaFest as pronounced in Russian] is a festival dedicated to traditional Russian Mead — an alcoholic drink based on honey and spices. The first MeadFest was held in the ancient town of Suzdal, where according to the legend, the first Russian mead was brewed.
Creation of a visual concept that would be relevant for all the segments of the festival target audience (including the inhabitants of Suzdal, mead producers, as well as festival visitors from other regions) was the key challenge for the organizers. The festival programme included a conference for the industry professionals, as well as a wide range of entertainment and educational activities for the general public.
Guided by this brief, CBI Consult developed the branding style and attributes so that they could be adapted for both business and consumer audience. The iconic honeycomb shape was chosen as the main emblem of the fest, focusing the attention on the unique natural properties of honey as the basis of the drink. The natural shape also helped to convey the message of mead as a organic drink.
Для мероприятия было разработано три саббренда:
Мёд Best — часть фестиваля, ориентированная на молодежь.
Мёд Quest — заключающая в себе городские игры и квесты на ориентирование.
И Мёд Съезд — для бизнес-семинаров, собирающих производителей медовухи и мёда.
To target each of the audience segments more efficiently, several sub-brands were developed:
Mead Best — designated all the communications with the younger audience
Mead Quest — used to mark all the quests and games around the town and was targeted at all segments of the general public
Mead Conference — sub-brand to mark the events for the professional visitors, primarily honey and mead producers.
Mead Best — designated all the communications with the younger audience
Mead Quest — used to mark all the quests and games around the town and was targeted at all segments of the general public
Mead Conference — sub-brand to mark the events for the professional visitors, primarily honey and mead producers.
Репортаж о фестивале:
Технический директор: Алексей Бабенко
