Studio Nari’s “uniquely sensory” identity for Otherlands festival visually replicates an acid trip

In August of this year, Otherlands Festival will open its doors for the first time. Aptly chosen for its brilliantly vibrant and innovative designs, the London-based Studio Nari took on the task of designing the festival’s branding. Completing extensive and thorough preliminary research amongst festival goers “asking them what they felt when they were at festivals” and “how they could explain that feeling in words,” the studio landed on creating “an identity that represented the feeling you experience at a festival”.

In the hopes of representing these feelings in a unique and eye-catching way, the studio focussed on “the idea of interpreting what an acid trip would look like if it was translated visually” as its main inspiration, explains Caterina Bianchini, Studio Nari founder and creative director. Looking to impressionist artists and exploring concepts seen in surrealism, the studio wanted to emulate a “uniquely sensory, visually indulgent, joyous and uplifting” feeling. “This is where our concept was born – Frisson – the psychophysical response to excitement,” says Caterina, “often expressed through getting chills, or goosebumps and a feeling of sudden emotional excitement.” Achieving this concept with its use of multiple colours, filters and motion, the identity is varied and truly dynamic.

Taking place in Perth, Scotland the festival grounds will circle the iconic grade-A listed Scone Palace. Understanding the “colourful past” of the location – with its links to the Scottish reformation – Studio Nari wanted its designs to “pay homage to the history of the landmark”. Hoping to replicate the location’s historical aesthetic, the logotype uses a contemporary serif, GT Sectra “that has hints of calligraphic stroke incorporated”. The studio’s interaction with themes of nature has also been represented in the way the studio has typeset the secondary type “placed to feel like it has fallen onto the page, like water droplets, dandelion seeds floating or leaves falling from trees”, says Caterina.

Luckily, the studio’s involvement with the festival doesn't end with its designs. In collaboration with a number of other artists it’s currently creating both physical and digital installation work for the festival grounds. Moreover, not only being in charge of creatively directing the stage, it’s also developing a “Frisson filter” which will be used to stimulate bespoke onstage animations.

Alongside the design work of Studio Nari, the event will feature artists such as Jamie xx, Honey Dijon and Bicep, making it set to be a formidable new player on the festival circuit.