Greenroom Festival

The Greenroom Festival, held annually at the iconic Aka Renga Warehouse in Yokohama, is a major music, art, and film event that attracts numerous vendors and sponsors. Over the years, the festival’s branding had strayed from its original vision, and the organizers felt it was time for a refresh. They wanted to reconnect with the festival’s roots, emphasizing its core values of creativity and community while appealing to a broad audience that includes both long-time attendees and newer customers. The branding needed to be unique and convey a sense of quality and authenticity, all while being adaptable for future growth.

This project required extensive discussions and revisions to strike the right balance between honoring the festival’s original aesthetic and appealing to a broader audience. I conducted in-depth research into the festival’s history and visual style to ensure the new branding would resonate with its core values. I developed various sets of simpler, modern vintage designs for the merchandise. Each design set was distinct, yet they all maintained a coherent branding strategy to ensure consistency. These designs were applied across marketing materials, signage, and merchandise, creating a unified and appealing visual identity for the festival. Additionally, I incorporated feedback from the festival’s organizers at every stage to ensure the designs met their vision and expectations.

Despite the pandemic's impact, which led to restrictions on the event, the merchandise was a huge success, selling out quickly and receiving positive feedback from both the client and attendees. The updated branding was well-received and helped re-establish the festival’s visual identity. The Greenroom Festival continues to thrive each year, and I maintain an ongoing relationship with the organizers.