Alt.Christmas is a different kind of Christmas fair in Bucharest. The tree is upside down, the carols are not what you would expect since they are based on alternative music and most of what you find there is out of the ordinary. The idea behind this project is to break the norm and celebrate Christmas while staying away from corny clichés.
We kept this idea in mind when we started designing the brand identity of the event. From the name to the logo, it is all based on well established symbols that have become somewhat corny. That’s why we did exactly what the fair does and reinterpreted all of them. It was the best way to appeal to a whole new audience, one that would stay away from a traditional Christmas fair. Every communication touchpoint, from the bar menus to the signs, focused on maintaining this distinctive design line.
We created this identity to balance a set of well known conventions about the winter holidays with something a little more unusual for this time of the year.