Pako Festa requires a fresh branding concept, inspired digital presence and a new image to bring in more diverse audiences.
The target age is between 24 and 40, so digital avenues are to be utilised in order to reach this audience in its primary media outlet. Although focusing on this specific audience, the solution must remain engaging to all members of the public. We want to market Pako Festa as an enjoyable day out for all ages; a place where one can bring along the family for a day of fun, or where groups of adults can go and relax after a long week of work, and enjoy music and delicious, ethnic foods.
Taking into consideration the current Pako Festa logo of Carmen, we eagerly improved the appearance of the current design to represent a modern and trendy logo that still holds the rich history of the familiar Carmen. We wanted the new logo to engage in the rich history Geelong has to offer along with the culture aspects. By updating the original logo, there won’t be the current stigma of a ‘Brazilian themed’ Festa, rather it will target Geelong as a City and its diverse culture there in. By extrapolating certain aspects of the original logo we will be able to bring forth a new and improved logo that signifies timelessness and beauty.
To engage in the target audience and get them excited about the upcoming Pako Festa, we employed the use of social media posts, banners and graphics. Following the trend of previous Pako Festa events, we also created a physical poster for display in shop fronts and various advertising points around the city.
For the event on the day we’ve created a Snapchat lter to enhance the social media engagement and promote future Pako Festa.