DEVELOPING A FESTIVAL BRAND THAT RESONATES WITH CRAFT BEER, Taco, & MUSIC ENTHUSIASTS ALIKE.

Sabroso is a craft beer, taco, and music festival we co-produced with our friends at Brew Ha Ha Productions, a beer-centric event producer based in Orange County. The fun subject-matter and tone of the festival, combined with its beautiful setting at Doheny State Beach, made it a favorite of mine to work on (and attend!) every year. In addition to its original home in Southern California, the festival was taken to 5 new markets in its third year.

Our team developed a playful and vibrant identity for the festival over the course of three years, drawing inspiration from latino culture, Lucha Libre wrestling, and even weathered, hand painted signage found in Mexico. Through a strong digital marketing campaign and a tongue-in-cheek social media presence, not to mention a fantastic, well-branded festival experience, Sabroso became a must-see event for craft beer aficionados and music lovers alike.