Rebranding Oktoberfest: Taking something great and making it Das Beste
Oktoberfest in La Crosse, Wisconsin is a big part of the local culture. Largely regarded as a beer festival, it had been an annual tradition for decades. When a brand is that entrenched, refreshing it can be a daunting task, but Oktoberfest USA wanted to position itself as family-friendly festival with numerous events.
Vendi took on the task as a part of their Vendi Share program, which provides pro-bono work for organizations that benefit their community. Oktoberfest brings the La Crosse area an average of $17 million tourist dollars annually.
Refreshed creative brought a beloved brand into the modern era
Oktoberfest's brand update included:
- New logos for events
- New tagline
- New color palette
- New textures and patterns incorporated into creative
- New collateral including brochure, event poster, shuttle flyer, even tickets, signage
- New clothing design including t-shirts, hats and lanyards
A well-received rejuvenation
Both leadership and community members had positive reactions to the new branding. Attendance increased the year following the rebrand.