Mindful Drinking Fest
Mindful Drinking Fest
Mindful Drinking Fest
Brand and marketing strategy for the largest non-alcoholic festival in the U.S.
Year
Year
2024
Scope
Brand Strategy
Visual Identity
Campaign Direction
Context
Brought in two months before the event to rebuild the visual identity and lead the marketing rollout for Mindful Drinking Fest (MDF), the largest non-alcoholic festival in the U.S. that brought together more than 100 NA drink brands and national speakers like RUN-DMC's Darryl McDaniels to Washington, DC.
Brought in two months before the event to rebuild the visual identity and lead the marketing rollout for Mindful Drinking Fest (MDF), the largest non-alcoholic festival in the U.S. that brought together more than 100 NA drink brands and national speakers like RUN-DMC's Darryl McDaniels to Washington, DC.
Brand Refresh & Visual System
Position the festival explicitly as an NA drinks festival, not 'mindful drinking,' to build awareness. Introduce a visual identity that matches both the wellness positioning and the social energy. Extend the brand beyond a single event through a physical product that could carry the concept year-round.
Position the festival explicitly as an NA drinks festival, not 'mindful drinking,' to build awareness. Introduce a visual identity that matches both the wellness positioning and the social energy. Extend the brand beyond a single event through a physical product that could carry the concept year-round.
Marketing Rollout
Developed a refreshed visual identity and asset system across posters, social media, and promotional materials, shifting from a flat green identity to an aura-inspired color system that communicated both the festival's social energy and its wellness intention for the first time. Built and executed a full marketing rollout across digital and on-the-ground channels that expanded the festival's reach beyond its existing audience.
Developed a refreshed visual identity and asset system across posters, social media, and promotional materials, shifting from a flat green identity to an aura-inspired color system that communicated both the festival's social energy and its wellness intention for the first time. Built and executed a full marketing rollout across digital and on-the-ground channels that expanded the festival's reach beyond its existing audience.
Mindful Drinking Games
Conceptualized and launched Mindful Drinking Games, a physical card game designed to spark conversation around the NA movement, extending the festival into a standalone product and intellectual property. Introduced street-interview social content using the game's prompts to bring the festival directly to audiences in DC ahead of the event.
Conceptualized and launched Mindful Drinking Games, a physical card game designed to spark conversation around the NA movement, extending the festival into a standalone product and intellectual property. Introduced street-interview social content using the game's prompts to bring the festival directly to audiences in DC ahead of the event.
Creative Collaborators
Co-Founder, Creative Director: Maria Bastasch
Graphic Design: Jacqueline Johnsson
Motion Design: James Harrison
Videography: Benjistills, Nick Enhues
Photography: Benjistills, Mariah Miranda, Kyle Meyers
Street Interview Content: Kawthar Ahmed, Sir E.U
Co-Founder, Creative Director: Maria Bastasch
Graphic Design: Jacqueline Johnsson
Motion Design: James Harrison
Videography: Benjistills, Nick Enhues
Photography: Benjistills, Mariah Miranda, Kyle Meyers
Street Interview Content: Kawthar Ahmed, Sir E.U