Visual communication in the gastronomic event sector suffers from uniformity: appealing food and happy people. For the "YEST FEST" festival, it was necessary to find a visual language that would convey not the food, but the atmosphere of the celebration, communication, and unique experience (the value of convivialité).
Problem
To create visual communications that would emotionally engage the target audience (urbanites aged 25-45) before, during, and after the event, differentiate it from competitors, and work across all touchpoints—from city posters to Instagram stories.
Solution
We developed a bright and provocative communication strategy where the main messenger was the mouth. Through a series of illustrations and animations, we showcased mouths that eat, smile, talk, and express delight. This visual code, executed by hand, ensured a constant dialogue with the audience, from the announcement to post-event communication, creating a holistic and memorable brand impression.
Result
The communications sparked lively engagement and a high level of interaction on social media. The visuals went viral, and the festival became a topic of discussion. A unified and recognizable style across all media (digital, outdoor, merch) created a strong sense of brand presence in the urban environment and significantly enhanced the emotional perception of "EST FEST".
