"You are required to create a poster that can effectively communicate a music event such as an upcoming gig, concert or festival."
The catch phrase that was developed by OppiKoppi consumers. It’s fitting to use the ‘In Dust We Trust’ as it immediately connects with the consumers, for they were the ones who developed it. The instantaneous recognition is vitally important in attracting the attention of potential consumers. The second part of the concept refers to the loyalist identity. The loyalists frequently use this phrase when communicating with each other.
However, when one looks at it on a deeper level, we see that it plays on the phrase “in God we trust.” This equates the dust at OppiKoppi to the almighty experience and presence of God. In religious circles, God is the ultimate example of trustworthiness. But by replacing God with dust – the dust attains a spiritual connotation. Even though the dust is detrimental to the consumers health, the presence of the Oppikoppi dust, specifically, promises a good time. Instead of reveling in the presence of God, the consumers revel in the presence of dust and the things that happen within the dust.
The visual identity is a very raw and unrefined something. Living, breathing humans make it by hand. The visual identity is messy but not unwelcoming. A serif font was chosen to mimic a typical Bible typeset. This typeset was then destroyed, burnt and messed upon. This reflects the twist on the words ‘in God we trust” and also reflects the inversion of moral values that take place at OppiKoppi. OppiKoppi is not a religious experience. The consumers take drugs, partake in random sex and get so drunk they will fall asleep in their own vomit. The phrase “in God we trust.” does not reflect this, but “In Dust We Trust.” reflects this extremely well. The words were set in italics, to create a mocking tone. Sand was thrown onto the letters to literally represent the dust. A plaster was stuck on the end of “IN” to represent trustworthiness.
The burnt holes represent the smoking (of cigarettes and other drugs) and the general carnage that ensues at OppiKoppi.
The copy at the bottom of the poster is laid out in a simple serif font, so that all the vital information is clear and easy to comprehend. The main text “in dust we trust” possesses the unrefined visual identity so that it reflects the concept of the brand.
