Local Produce

ON3 Studio, a creative studio based in Brunswick, approached me to create an identity system for their debut music event, “Local Produce.” Designed for both social media and event collateral, the branding project was completed in a rapid 9-day timeline, bringing a distinct, vibrant identity to the local indie music scene.

With a tight timeline, I began by interviewing the client to clarify the target audience, event details, and desired brand emotions. This revealed key differentiators: all performers were local indie artists, offering an authentic, community-oriented experience. I analysed competitor events to find positioning opportunities that would set “Local Produce” apart. Emphasising the local, “homegrown” aspect of the event became central to the brand strategy.

To achieve the client’s vision for a “summery and fresh” feel, I combined local farmers' market aesthetics with rave culture’s bold energy. Visiting local markets, I observed effective visual cues in fast-paced environments, finding that fruit stickers conveyed the “locally sourced” vibe the client desired. Inspired by these stickers, I developed mini posters featuring the event’s logo, date, and lineup.

Exploring fruit sticker designs allowed me to capture the playful, recognisable qualities of this unique medium. For social media, fruit stickers were superimposed onto fruit backgrounds with contrasting colors to ensure high visual impact in crowded feeds. Due to the project’s rapid timeline, most artists received a similar sticker design, with a few adjusted for unique visual appeal.

The visual identity was expanded to include event logos and video overlays for consistent branding across all applications. Additionally, I created Instagram story stickers using the fruit designs, encouraging attendees to share their event experiences while reinforcing brand cohesion. Printed fruit stickers were also distributed with event merchandise, enhancing the playful, community-driven feel and encouraging interaction with the brand both online and in-person.