Ephemeral festival branding: Labra’s identity for Mervi

We are in a seasonal glut of European festival identities, as the Northern hemisphere dives head first into a summer of film, culture and music mania while the rest of the world falls into a frosty slumber. Abundant yet ephemeral, these short-lived, often experimental identities escape the demands of traditional branding, living only a matter of mere months, to be replaced or reinvented the following year as trends evolve and new events come to fruition.

The newest addition to this swell of festival collateral is the visual identity for Mervi Festival, showcasing beats from newcomers to the electronic music scene in Helsinki. Finnish locals Labra have produced a spare variant of contemporary camouflage, spotted with hints of pulsating energy, reminiscent of a faded topographical map or a chalky mountaineering guide.

Numbered cards and structured grids reinforce a concept of documentation, undercut by italicised sans-serif typography to maintain a modern aesthetic. The print collateral has emerged in all of the usual forms, as posters and flyers, upholding effective communication as a priority. Displayed information is reduced to the bare essentials – dates, locations, artists and links and a restricted pastel-bright colour palette keeps the identity fresh and ready for the European summer.

Dubbed a ‘creative laboratory’, Labra are a Helsinki based studio specialising in branding, strategic design and visual identity.


To indulge in the 2014 trends of European festival identities, take a look here, here and here, while you attempt to thaw your limbs.

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