Niagara Wine Festival

The Niagara Wine Festival is an annual event that takes place in Downtown St. Catharine’s area. It is one of the largest wine celebrations in Canada, and has been celebrated for 67 years.

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Project Type

Communication Design

Role

Research, branding, logo mark design

Tools

InDesign, Photoshop, Illustrator & InVision

About the festival

The Niagara Wine festival is an annual event that takes place during three different seasons throughout the year.

The Niagara Ice Wine Festival occurs during the winter months, the Niagara Homegrown Wine Festival occurs during the summer months, and the Niagara Grape & Wine Festival occurs during the fall.

The current overall look and feel of the marketing material and various mediums offered by the Niagara Wine Festival appears to cater more towards an older demographic. While this is relevant due to the drinking age being 19+ in Canada, the current advertisements do not appear as enticing to a younger audience. After all, these festivals are an all-ages event. Anyone younger than 19 can attend, but will not be permitted to try or buy alchohol.

This assignment required the incorporation of two languages, English and a secondary language of choice. I decided to rebrand the Niagara Wine Festival using English and Italian, as I felt the Italian language has similar word lengths to English, making for more of a symmetrical design. Italy is also known for their wine, so I thought this language would be fitting for the festivals.

The purpose of my design is to rebrand the Niagara Wine Festival by giving these event(s) a sense of identity and consistency, while appearing fun and lively to a wider age range.

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The approach

I decided to go with more of an abstract approach, as my promotional booklet below displays wine splatters in a series of three different colours. The bright coral colour symbolizes rosé wine, the pale green colour symbolizes white wine, and the deep purple colour represents red wine.

By keeping the wine splatter design the same while altering the colour category, the festival remains recognizable and coherent as the colour will change according to the season and event.

In order to bring this festival rebrand to life, I have designed several components to showcase the different components necessary to promote and attract an audience to a festival.

My first step was designing a promotional booklet, which would provide the audience with a detailed view of festival dates and other interesting events offered through Niagara-on-The-Lake. All components of the festival needed to incorporate both English and Italian.

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Other details

Aside from the promotional booklet, other applications were created to further communicate consistency in regards to this festival brand. The photos below consist of festival wristbands to ensure all attendees eligable to drink are 19+, employee access cards, coasters, and shopping bags. To gain a better understanding of the festival's identity, please click the link below.

Design standards document

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Marketing website

Rebranding the Niagara Wine Festival website acts as a great way to inform those interested in these events about important information regarding tickets, location and date information, and ways to connect with the Niagara Wine Festival social media. Please click the link below to view a prototype of the Niagara Wine Festival landing page, made using InVision.

Niagara Wine Festival website prototype

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