BU! KAWAII FESTIVAL

The conceptual festival uses the characteristics of the Japanese Subculture “Kawaii” which celebrates choice often associated with childhood freedom and innocence. Kawaii is loosely translated to mean something ‘cute’ or ‘adorable’ however has been transformed into Japanese society as a symbol of recreating yourself in a carefree and child-like way, removing oneself from the stresses and strict rules of society. BU is a festival allowing exactly that, creating a fun and stress-free environment for all ages, that allow adults to reminisce and experience the same fun a child would have.

The brand itself may be interpreted in a variety of ways, giving the audience a range of choice and ability to interpret it in which ever way they perceive it (e.g. “B-uh”, “B-oo”, “Beau”). This becomes metaphoric of the individual, as they may be perceived in an infinite ways, but only they get to decide who they are. The name “BU” encourages the audience to be exactly that: Be You.

Largely practiced in Harajuku, Tokyo, Kawaii can be found everywhere. People that practice Kawaii and integrate it into their personality or their daily lives disregard what other people think of them and roam the streets as they please, wearing bright, bold clothing that make them colourful and stand out.

ASSETS: POSTERS

There are 6 posters designed to advertise the event, 2 main designs with variating backgrounds. The backgrounds are different as they include features of Kawaii design, with the main intention to be overwhelming and cute. The change in backgrounds also links to the theme of the event, where everyone is different and never the same.

ASSETS: WEBSITE

Having a website enables the audience to understand what the entirety of the festival is about. It stands as a platform where participants can order tickets, see what will be on during the festival and gather important information such as location and contact details. The website interface is both desktop and mobile friendly.

PRINT: WRITSBANDS

Different tickets offer different accessibilities at the festival. Wristbands must be worn to assist staff in identifying these different novelties.

PRINT: BROCHURE

A brochure would be handed out to each participant to guide them through all the activities and lineups throughout the day.

CREATING A MASCOT

Most companies, events, TV shows and movies, games and even places in Japan have a Mascot to represent them. I used elements common to Kawaii mascot culture to create one for this festival. With the generation of a mascot, a story had to be developed to add to the element of play that came along with the festival.

MEET BUROBU

Burobu was a Bubble Gum Strip once and had to be exactly as everyone was, tucked away in his wrapper and always staying straight. Inside he knew that he wanted to be something other than what was set as strict guidelines for everyone. He wanted to fly, crawl, spring, and dance! To go where ever he wanted to go and be whoever he wanted to be without anyone telling him off or telling him to do things in a specific way.

One day, Burobu rolled into a puddle, a place he was told always to avoid because it would change him. As soon as the water touched him he noticed his cube form change and deform, but the weirdest thing was, he could control it, and he liked it!

He discovered that he was more flexible and could change the way he looked and wasn’t confined to his cube any more. He tested new forms that he never knew he could. He didn’t want to be a cube-like everyone else and stood out from the crowd, drawing everyone’s attention. Burobu was different but he was happy and nobody minded. Some of his friends admired him for being brave and standing out, others liked what he did so much that they joined him in their free-form selves.

MERCHANDISE

Having merchandise at any festival is important as it allows people to remember the experiences had there. By having different forms of Burobu on all forms of merch, lets the customers purchase a product that they feel they relate to the most.