Opportunity
The Oktoberfest festival, celebrated annually worldwide, including in Sydney, Australia, presents an opportunity to revamp its brand identity. With a desire to move away from traditional beer garden stereotypes and embrace a more family-friendly atmosphere, there's a chance to reimagine the festival's image and appeal to a broader audience.
Solution
To address the need for a fresh and inclusive brand identity for the Sydney edition of Oktoberfest, the festival was renamed to Bavarian Garden Festival. This strategic rebranding aimed to maintain the essence of the event while signaling a shift towards a more diverse and family-friendly experience.
Impact
By shedding the traditional beer-centric image, the vibrant and enticing brand identity contributed to a more family-friendly approach. The rebranding successfully revitalized the festival’s perception.
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