PRINT ADVERTISING | WEB & APP DESIGN
La Tomatina Festival
PROJECT DESCRIPTION
OBJECTIVE
La Tomatina is a festival that started and has been continued on in the city of Bunol, Spain. Originating from a fight between protestors who threw tomatoes at each other from street carts, today it has become an internationally famous festival. The festival takes place on August 30, and with a basic set of safety rules, the food fight begins in the center of the plaza square. And afterwards, everyone celebrates with local food and drinks. This is a redesign of their current event branding and marketing, as well as an added application that can be used to help visitors navigate and make the most of the festival.
SOLUTION
The marketing and branding redesign is an attempt to bring in more tourists to less commercial areas of Spain, support and bring revenue to local business owners, market the event to accommodate families, and bring more international recognition to Buñol. The re-design incorporates a more fun and exciting personality to the event, reinforced by the comedic tone of the print advertisements. The identity is carried throughout the different touch points of the event, including a re-organization of their website's site map and information, merchandise for the event, and the added application.
PROGRAMS
PENCIL & PAPER
ADOBE ILLUSTRATOR
ADOBE IN DESIGN
ADOBE PHOTOSHOP
DELIVERABLES
WEBSITE
APPLICATION
PRINT ADVERTISEMENT
BRANDING & IDENTITY
PRIMARY
EVENT LOGO
LOGO RE DESIGN
The new logo design attempts to keep the fun of the event, having the tomato be combined with the target stripes. The serif typographic choice and the arc composition of it is meant to feel similar to a ketchup bottle seal, in order evoke the sense of tradition and heritage. The combination of these set the tone for the rest of the design system and style that follows through out the promotional material, merchandise, app and website design.
PRINT PROMOTION
Physical posters and banners have always been used to promote the event around the city. I thought this could be an opportunity to further emphasize the energy, and fun lighthearted nature of the festival. The comic-style illustration and bold taglines and typography are very vibrant and eye-catching.
FESTIVAL WELCOME PACKAGE
Prior to entering the festival, festival goers can claim their welcome packages, or their 'Battle Gear' for the event. This was something fun to add, and included a water bottle, a small towel, a shirt, and a welcome card detailing safety precautions for the fight. All of which are meant to be fun and useful for the event itself.
WEBSITE RE DESIGN
After researching more on the event, it seemed there were several things that could be done to create a more enjoyable and safe experience for those who attend. The features provided by the app aim to help people navigate the festival and keep track of each other, especially to push the family friendly environment. The app also aims to keep the long standing traditions of the festival, while adding some modern changes to attract even more people and bring more business to the city of Buñol. Below is a summary of its most important features.
EVENT APP
Some of the problems I found with their existing website included the interface being to busy, delivering too much information and features at once, and that being very distracting and complicated to look at. I wanted to simplify those features and keep only what was neccessary and helpful to people looking into the event.
Another issue I found was that the style of the site was very childish and not consistent with the rest of their merchandise and branding of their other promotions. I wanted to take the style and identity I came up with and weave that into the website, keeping a consistent color palette and system of design. The style should be cohesive with the rest of the campaign.
WEBSITE RE-DESIGN
Event Schedule
In addition to the main tomato fight event, the festival will also include a market area for people to find food, as well as buy products from local vendors, and attend workshops. This is the landing page of the app, showing the when & where of upcoming events, with icons relating to what kind of event it is.
Users can load money from their credit or debit cards onto the app, allowing them to navigate the event without having to hold too many valuables. This is important especially with the chaotic and messy nature of the tomato fight taking place. This allows them to purchase food and drinks, as well as shop from local vendors.
Cashless
Users can add their friends and family that also have the app. This works together with the Friend Finder on the map feature, allowing people to find each other in the craziness of the festival.
Maps & Street View
The map shows an entire overview of the festival grounds– including the battle area and the fair ground, help counters, toilets, dining areas, and where the clinic is. It also has a street view feature, that makes the experience more fun and convenient in navigating the small town of Buñol. The map also has a friend finder, allowing users to locate each other especially in case of emergencies.
Gaining "Tomatoes"
Users can gain points, called "Tomatoes," through playing the in-app game, adding new friends, and visiting multiple events and counters at the fair. These points can be exchanged for fun promotions throughout the festival, such as food, shopping, and other merchandise. This is meant to add some fun, and encourage people to use the app and explore different parts of the event.
Friends
APP SCREEN OVERVIEW
THANK YOU FOR VIEWING THIS PROJECT!
If you'd like to see more of my process, check out my process book for this project here.