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The Lil Flea '23
Brand Refresh, Festival Branding
Mumbai
Festival branding refresh for a flea market event founded in 2014 with a visual language appealing to the youth of the time.
The definition of young, playful, and relevant has changed since then. This new identity addresses those shifts while still speaking to the original audience.
The Brief
Poised for a post-pandemic comeback, the 2023 edition of The Lil Flea needed a facelift. Much of the original branding was stuck in a hipster purgatory of pastels and florals. It was fresh for 2014, but disconnected from its young audience. What is feminine and floral, and also current?
A festival platforming young designers and creatives called for a more design-forward and graphic visual story. Enter superflat, geometric macro florals (a lá Marimekko, but flatter). Ditching millennial pink for more energetic and bold messaging and visuals.
The Solution
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