Client:
Oktoberfest in the Gardens
Brief:
Brief:
When MITP© Agency was tasked by Nokturnal Events to perform a brand identity update for Oktoberfest in the Gardens, Australia’s biggest Oktoberfest celebration, we understood there would be challenges that come with rebranding such an iconic event with a decade of history all over Australia.
From initial discussions over the discovery process with the client, we knew we had to inject more fun into the brand, bringing it into the present day without losing its essence as a beloved event. With this objective in mind MITP reimagined the brand, employing colourful illustrations and dynamic 3D text, to bring detail and vibrancy to the new visual identity.
Deploying the new identity through Digital and Physical executions, were two crucial phases in the process. The ‘Digital’ phase produced rebranded video content, marketing, website development and supporting social media campaigns, with the ‘Physical’ phase bringing the brand to life through festival fit-outs and printed materials, ensuring a cohesive and immersive experience for attendees.
The final product is a distinctive brand identity that blends playfulness, excitement, and a happy-go-lucky feel, creating a younger and modernised feel to OITG to capitalise on the new generation of festival lovers.
Photography:
Jeffrey Ong
Kaleb Woodward
Cut By Jack Photography
Cut By Jack Photography
