Lovescape

Branding of a mountain-escape electronic music festival in Lebanon. Lovescape is about reaching out to people and linking up every summer to form new bonds and experiences with music.

Lovescape is an annual festival, occurring every summer over a weekend in Beirut, Lebanon. We wanted to design an identity that is playful, vibrant, and colorful to attract the younger audience the festival sought out.

We custom lettered a playful and fun logotype with two stylistic variations, pairing it with a vivid and lively color palette. These colors would later be adapted into animated organic patterns that would serve as visual elements. The design team also created a series of illustrative icons that would be added to the menu, wayfinding, stage design and so on. These icons would exaggerate the brand identity making it fun and contemporary enough to appeal to a younger audience. We focused on the setting as an inspiration for the icons, creating mountains, clouds, plants while also adding themes of camping such as tents, vans, foldable chair, etc. The crossover between nature and the human elements felt natural due to the appropriation of the idea of camping by the festival, making it into an event that contrasts the sounds of nature with the human made sounds of electronic music and crowds.

Lovescape manages to create harmony between two contrasting themes: nature and isolation vs. people and music. But the central theme of the identity would be the idea of coming together in harmony to create new memories.