PROJECT SCOPE
Each year in Mt. Angel, Oregon, the Braunbär Trinken Oktoberfest celebrates German and Bavarian traditions during September and October. Groups, families, and individuals can participate in activities ranging from beer-drinking, folk music, food venues, polka dancing, and so on. But the rise of visitors has significantly declined due to weak brand identity and marketing on social media.
As a solution, the Braunbär Trinken Oktoberfest needs an updated rebrand. Future potential visitors overlook lacking content through social media and advertising. In an attempt to rebrand, a new logo, website, and marketing campaign is required. New content and prize rewards will invite larger groups for the 2021 Oktoberfest.
The primary target audience for the rebrand and marketing component will be U.S. adults ages 21- 40. According to Statista, “As of November 2020, 33.1 percent of U.S. Instagram users were between 25 and 34 years old. The second-largest user group was 18 to 24-year-olds with a 22.8 percent share”( J. Clement, 2020). Although my target audience is Adults ages 21- 40, the rebrand is still diverse and family-friendly to all.
DELIVERABLES
Logo Design
Event Poster
Beer stein packaging
3 Social Media Ads
2 Web Banners
Website
OBJECTIVES
To independently research, design, and produce a logo, website, marketing campaign, ticket poster, social media ads, web banners, and a beer stein packaging box for the Braunbär Trinken Oktoberfest.
To create process work that can be critiqued for each component of the project.
To formulate a realistic timeline complete with various milestones leading up to a final deadline.
To demonstrate knowledge of Adobe XD, Illustrator, Indesign, Photoshop, and software within the program.
To maintain previous knowledge of fundamental design principles of typography, color theory, layout, hierarchy, illustration, and photography throughout my project.
To establish cohesive brand identity elements throughout all components of my project.
To achieve a professional PowerPoint presentation utilizing time management.
RESEARCH SYNOPSIS
For the rebrand of Braunbär Trinken Oktoberfest, I researched the small town of Mount Angel OR, including background history on Oktoberfest. I observed a few popular Oktoberfest places and amusement park websites for a better understanding of how they promote upcoming events. I researched popular companies like Lincoln Design Co, and how they create successful campaign ads in order to promote their brand or product.
I’ve always had a deep passion for German and Bavarian culture, but this helped me open up new doors to learn and appreciate it. This project allowed me to understand the reason for the celebration behind the German/Bavarian tradition. My research allowed me to observe how to brand an Oktoberfest and create a strong identity.
PROCESS NARRATIVE
To begin the project, I created a mood board that I felt represents the ideal concept of Oktoberfest, the Pacific Northwest, and the outdoor atmospheres. After this, I began creating a brand identity that reflects the cultural image. Once I came up with a brand name, I processed my logo sketches further until going digital. I went through a few digital logo process stages until I designed a fully hand-drawn logo to match the tone and brand identity.
For the marketing campaign, I designed an event poster to help promote the 2021 Oktoberfest out in public places. The poster displays Günter Braun in Mt. Angel, OR holding his beer stein, along with the catchphrase “Wish You Were Beer”. The event poster gives information on where, when, and how.
The beer stein box is designed as a limited edition 2021 commemorable item. The stein is marketed based on the stein Günter Braun’s favorite stein. The beer stein reflects what the Oktoberfest represents since beer steins are heavily used at Bavarian festivals. Guests can take home the stein as a hobby collection or show off to friends and family for years to come.
The social media and web banner ads are a campaign to promote the upcoming 2021 Oktoberfest online. Adults ages 21-40 can find the official Instagram account for Braunbär Trinken. The marketing campaign uses the hashtag #wantedhaveyouseenthisbär? The ads display three wanted posters of Günter Braun in trouble for stealing the Oktoberfest beer.
Lastly, the website serves as the main place for people to order tickets and find all the necessary information presented throughout the site. The website also serves as a place to sell merchandise and connect with anyone interested in attending the Oktoberfest.
MOODBOARD
LOGO PROCESS
BEER STEIN PACKAGING
POSTER PROCESS
SOCIAL MEDIA ADS
WEB BANNERS
