Cherrymoon

Overview

Cherrymoon is a conceptual branding project created as part of a university course, serving as an introduction to the principles of branding and campaign development. The project centers around an EDM music festival held in the fictional Pantone Park, Osaka, Japan. Cherrymoon’s branding required an intricate balance between the high-energy visuals characteristic of EDM culture and the refined, iconic aesthetics of Osaka’s landmarks and traditions. The aim was to create a brand identity that not only communicated the electric, immersive nature of the festival but also connected deeply with the cultural identity of its location. This project was a significant opportunity to explore cohesive design systems across both print and digital media, while overcoming practical challenges related to design limitations and technical requirements.

Client Background

Targeted at EDM enthusiasts and festival-goers aged 18–35, Cherrymoon aims to attract an audience seeking an electrifying music experience. By incorporating global EDM trends and a unique Japanese flair, the festival branding seeks to differentiate itself in a competitive entertainment market, making it memorable and culturally resonant.

Project Objectives

The primary objective of the project was to create a cohesive and visually striking brand identity that captured the essence of an EDM music festival while integrating the cultural richness of Osaka, Japan. Each design piece needed to communicate the high-energy atmosphere of the festival and its unique location. Beyond aesthetics, the project aimed to ensure consistency across all deliverables, balancing creativity with technical precision to meet the practical requirements of both print and digital applications. The campaign also sought to establish a vibrant and recognizable brand that could compete in the dynamic and highly visual entertainment market.

Design Inspiration

The visual direction was influenced by EDM culture, incorporating elements like equalizer sound bars, vibrant light shows, and laser displays. Japanese imagery, such as cherry blossoms and Osaka landmarks like the Tempozan Ferris Wheel and Osaka Castle, provided additional inspiration.

Key Deliverables

The project encompassed a variety of key deliverables, including:

• A logo that combines equalizer sound bars and a negative-space cherry blossom to reflect both the electronic energy of EDM and the identity of Japan.

• An electric color palette inspired by EDM visuals and Japanese aesthetics.

• Carefully chosen typography, including a sleek typeface for the logo that resembles the laser lights of EDM festivals.

• A striking poster that establishes the visual identity and highlights Osaka’s iconic landmarks.

• A festival wristband designed as a collectible piece with simplified yet recognizable branding elements.

• A leaderboard ad that combines graphic elements from other materials for visual cohesion and optimal readability.

• A dynamic Twitter ad featuring the poster’s centrepiece and a complementary slogan to highlight key festival details.

Challenges and Solutions

The project presented several challenges that required strategic and creative solutions:

• Print Limitations: Designing the wristband with only two spot colors meant carefully selecting and arranging colors to ensure the piece remained impactful while adhering to technical requirements.

• File Simplicity: Given the detailed effects used in the branding, managing file size and simplicity was essential, particularly for the digital assets. Simplified designs retained visual impact without sacrificing functionality.

• Logo Font Adaptation: The chosen typeface for the logo, while visually striking in digital media, proved too delicate for print applications. This revealed the need for adaptability when designing assets for different applications.

Success Metrics

The branding achieved all technical and creative goals outlined in the brief, creating a vibrant and cohesive identity. The designs resonated with the target audience and effectively communicated the festival's theme.

Conclusion

The Cherrymoon branding project was a pivotal experience in exploring the foundational elements of graphic design and branding. It demonstrated the complexities of developing a consistent visual language across varied mediums, from print to digital, while navigating technical and practical challenges. The project underscores the importance of research-driven design, showcasing how a deep understanding of audience, culture, and context results in a compelling and memorable brand. While the deliverables met the brief's requirements, they also highlight areas for growth, particularly in adapting designs for diverse applications. This project provided invaluable insights and skills, laying the groundwork for future branding initiatives.