The Laboratory

The task of this project is to design a logo, a festival poster, a series of digital ads, and co-branded packaging for a fictitious music festival, the Laboratory.

2024 | Graphic Design + Branding

The music genres that this festival features are Indie Pop and Electronic. After extensive brainstorming and research, I landed on the name Laboratory. I wanted to feature the experimentation and innovation aspect, because both Indie Pop and Electronic music blend influences from a variety of genres. I was also inspired by the often introspective lyrics of Indie Pop music. In the lab, people mix, experiment and develop new things; they also look closely, observe, and analyze things. Hence the name - Laboratory.

Why the Laboratory?

brainstorming & research

  • Need to celebrate indie pop music artists' works (with a focus on electronic influences)

  • Objective audience will get to know some independent artists and their works that shares introspective experiences and feelings, and audience will be inspired to take a deeper look at their own experiences/feelings/identities

  • Strategy music festival of a smaller, more intimate setting, interactive and immersive experience, fun and also very meaningful

  • Background Seattle, Portland, Nashville, Austin, Boulder, Madison, Montreal...

  • Audience young (16-35 years old); diverse race, ethnicity and gender (might have more minority ethnic and gender groups); average to lower income; students (high school, college...), unemployed & employed

Creative Brief

The Laboratory's mission is to spotlight how indie pop & electronic music blend influences from a variety of genres to create innovative and unique works. We aim to curate an interactive, immersive and introspective experience for the audience, inspiring them to find the uniqueness within themselves.

Mission Statement

PART 1 - LOGO

Thumbnail sketches & digital translations

Final result - Color logo and B&W logo

PART 2 - BRAND GUIDELINES

PART 3 - PRINTED POSTER & DIGITAL ADS

Thumbnail sketches & digital translations

Final result - 18” x 24” printed poster

Final result - Digital ads

(Inline Rectangle 300 x 250)
(Half-Page Ad 300 x 600)
(Skyscraper 160 x 600)

PART 4 - FESTIVAL KIT

Co-Branded RTE Product

Co-Branded RTD Product

In collaboration with Olipop, this limited “laboratory” soda comes in a new “Prism Punch” flavor. They help you stay refreshed and energized during the festival.

In collaboration with Haribo, this limited “laboratory” edition of Haribo gummy bears is offered at the festival. They are fun, easy to eat, and keeps your energy up.

Festival Wearable

The festival wearable took inspirations from laboratory safety goggles. The rim is reflective. And the lense has a colorful tint.

Festival Container

The festival container is a printed collapsable tote bag made in collaboration with the brand BAGGU. The style is in Standard Baggu. The pattern features a pink background with scattered flowers and smiley faces patterns.

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Temple Lamp