Bringing Fireside Festival to life through a refreshed visual identity
BRUNCH SERVICES
Fireside Festival is one of the Yarra Valley’s signature winter events, bringing together wine, food, and regional hospitality across two weeks in July.
Delivered by Wine Yarra Valley, the festival spans a region-wide program of winery events alongside a flagship Twilight Market launch. For 2024, the focus was on creating a refreshed visual identity that could clearly express the warmth, atmosphere, and scale of the festival, while giving it a recognisable look that could be built on year after year.
THE BRIEF
Wine Yarra Valley engaged Brunch to refresh the festival’s visual identity for 2024. The aim was to capture the atmosphere and warmth of the event more clearly, while creating a creative foundation that could be reused and built on in future years.
The identity needed to work across multiple touchpoints, from ticketing and social promotion to individual event listings, and clearly distinguish the Twilight Market launch from the broader regional program.
what we did
We worked closely with the Wine Yarra Valley team to create a visual system that communicated the spirit of Fireside Festival at a glance.
Rather than relying heavily on copy, we focused on artwork that reflected the core elements of the festival: food, wine, fire, and music. These themes were brought together through bold, illustrative assets designed to feel warm, inviting, and unmistakably winter-focused.
To support the structure of the event itself, we introduced a dual colour palette. The Twilight Market used dusk-inspired tones of purple and pink to signal a city-based launch moment, while the main festival shifted into warmer oranges and yellows to reflect firelight, glowing embers, and winter warmth in the valley.
The tagline “Drink. Eat. Get Warm. Repeat.” was developed as a simple expression of the festival experience, working comfortably across campaign artwork, social content, and digital promotion.
Scope of work
- Visual identity and creative direction
- Event marketing collateral design
- Social media campaign assets
- Digital artwork for ticketing and promotion
the outcome
The refreshed identity gave Fireside Festival a strong and consistent presence across all campaign channels.
- The Twilight Market and individual festival events reached near sell-out
- Conversion-focused activity drove approximately 83% of total ticket sales
- Paid traffic achieved a $0.14 cost per click, delivering efficient, high-quality website visits
The new visual system also provided Wine Yarra Valley with a flexible, recognisable identity that can continue to be used and adapted for future editions of the festival.
By crafting a bold and cohesive visual identity, we developed a suite of engaging social media assets to promote the event across Humanitix, Instagram, and Facebook. The result? A near sell-out of both the Twilight Market and every individual event throughout the two-week festival.
The conversions campaign drove approximately 83% of the ticket sales
83%
14c per click from the conversions campaign driving traffic to the website.
