Midnight sky set over Louisville skyline with trees, grass, larger than life glass and custom original logo by graphic design studio Color Punch

FESTIVAL IDENTITY CONCEPT

Our objective for every festival identity is to create art that is not only visually captivating and relevant but serves as a comprehensive and successful toolkit for our clients. We were thrilled to be asked to design the original logo and identity for the inaugural Bourbon & Beyond, one of the most successful national music festivals. The intention behind this concept was to create an iconic and evergreen brand to build on for years to come. It was an enjoyable experience collaborating with the great team over at Danny Wimmer Presents. 

Digital tablet displaying a sketch of a bourbon whiskey label with the text 'Bourbon & Beyond' and an illustration of a building and a glass.

DESIGN DEVELOPMENT

For our admat sketch development the larger-than-life Glen Cairns glass was inspired by a play on scale (think Honey I Shrunk the Kids). It became the epicenter for our little Louisville diorama, framed by the bridges and classic old facades with the sky coming through.

The logo was meticulously designed with a combination of hand drawn typography paired with custom fonts. It was designed to adapt each year with evolving color schemes while still being iconic in one color. It’s still one of our favorite logo designs in our portfolio and has stood the test of time. 

Black and white line drawing of a whisky bottle labeled 'Maker's Mark Whisky handmade' in the center of a white sheet of paper with pens and a marker around it.

ILLUSTRATION

We rendered the glass, industrial and natural elements in pen and ink to achieve a hand drawn feel before bringing the drawings into Adobe to illustrate and vectorize them. When illustrating graphic elements we’re always keeping in mind we’ll utilize highlights, shadows, color and texture to enhance depth and form, making them feel three-dimensional and visually appealing.

Line drawing of a historic multi-story building with ornate architectural details on white paper, alongside a gray marker pen.
Artistic workspace with sketches and drawing pens, featuring a detailed drawing of a glass or mug and several pens on a wooden table.
A stylized illustration featuring a large glass of amber-colored whiskey centered in front of a cityscape with buildings and trees.
A smartphone screen displays a graphic with a lobster, corn on the cob, and blueberries, with text that reads 'The Big Easy Bottle!'

EXPERIENCE IDENTITIES

We were excited to take on the additional design challenge of branding the festival’s unique culinary experiences. We established a distinct identity for each experience through type and illustration while maintaining integrity and consistency with the overall Bourbon & Beyond branding. 

Map of Bourbon & Beyond festival grounds in Louisville, Kentucky, held September 23-24, 2017. Shows stages, food, merchandise, partners, campgrounds, restrooms, lockers, bars, and other festival locations with icons and labels.

FESTIVAL SITE MAP

We created and designed the site map for the festival’s debut year. The map is used across multiple applications from social media to the mobile app, to the printed program guide. 

Event poster for Bourbon & Beyond festival in Louisville, Kentucky, held on September 23rd and 24th, 2017. The poster features a scenic illustration with a glass of bourbon in the foreground, trees, a bridge, a building, and decorative elements.

PAST YEARS

The first year of Bourbon & Beyond we arrived at a dusk color scheme with natural elements and a royal purple border. The following year we gave the scene a new look and feel with a midnight sky and more intricate borders.