Visual identity rebrand for Universal Music’s music + camping festival ‘Enchanted Valley Carnival’. EVC is the first music festivals that includes a camping experience in India. It combines the experience of electronic dance music with the sense of community through its sub brand ‘Enchanted Village’ that offers various festival goers the opportunity to camp at the festival. The identity aims to communicate a ‘communal feel’ drawing inspiration from ancient tribe culture, the mysterious aura of campfire folklore and alchemical symbols. Being an electronic dance festival, the identity treatment was put into a contemporary context, through modern surrealistic imagery and iconography to create a synergy between the mystical and contemporary.
The logo is created using the letters E, V, C and a dot. The identity expands itself into a custom set of brand characters, signage, brand patterns as well as stage identities — all of which are created using the same 4 elements. A custom ‘A’ was introduced, reminiscent of a tent, applied to the word mark, brand signage and headers. For the festival’s digital & print communication, a series of three-dimensional paper installations incorporating the handmade element as a nod to the ‘back to nature’ quality that is linked with camping culture was created and documented.