Sunburn Music Festival Design & Branding SUNBURN MERCHANDISE by Percept/H Mumbai

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SUNBURN MERCHANDISE

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Industry Shows, Events & Festivals
Media Design & Branding
Market India
Agency Percept/H Mumbai
Copywriter Shardul Gayal
Designer Sandesh Gaonkar
Photographer Sandesh Parab
Released June 2011

Credits & Description

Category: Promotional Item Design
Advertiser: SUNBURN
Product/Service: SUNBURN MUSIC FESTIVAL
Agency: PERCEPT/H
Chief Creative Officer/Executive Creative Director/Copywriter: Ryan Menezes (Percept H)
Creative Director/Designer: Vinod Sivan (Percept H)
Copywriter: Shardul Gayal (Percept H)
Designer: Sandesh Gaonkar (Percept H)
Photographer: Sandesh Parab (Percept H)
Founder: Shailendra Singh (Sunburn)
Media placement: Merchandise - Sunburn Festival - 27/12/2011

Describe the brief from the client
Brief: Sunburn Music Festival is Asia’s largest Electronic Dance Music festival. Every year
thousands of people gather in Goa to dance to the tunes of the world’s biggest DJs. The task was to create a recognisable identity for these fans which they could wear proudly.

Describe the challenges and key objectives
Challenge: Most festival identity or merchandise is typically discarded after the festival.
The challenge was to create a signature that would stay on and remind people of Sunburn long after the festival was over.

Describe how you arrived at the final design
Idea: We created clear sticker tattoos; vests and shorts with the Sunburn logo punched in and distributed it to people. After wearing it for a few hours (or days), when the participants took them off, they would see the iconic Sunburn logo tattooed on their skin.

Give some indication of how successful the outcome was in the market
Results: Over 25,000 people got the Sunburn Music Festival logo tattooed on their skins, which they proudly displayed for weeks after the festival was over, in India and around
the world. An example of an inexpensive but creative idea which got the client mileage for months afterwards.