Submerge
ROLE
Graphic Designer
YEAR
2022
DURATION
10 weeks
TOOLS
Adobe Illustrator, Adobe Photoshop, Figma
Korean R&B + Indie music festival for humans to drown themselves in harmony, dance, nature & relaxation.
Submerge is a Korean R&B + Indie music and art festival. Submerge combines two genres that are characterized by an experimental approach and a deep passion. The experience can make you discover new artists, food, emotions, and souls. We invite humans over 18 years old of any gender, ethnicity, and food preference. Nature, food, activities, camping equipment – we got it. Please bring yourself.
LOGO
Finally, the final logo became a simplified illustration of a shiitake mushroom viewed from above. I decided on a shiitake mushroom as it is often used in Korean cuisine and it also requires to be submerged in water before cooking it.
The festival plays on the concept of submersion — offering a safe space where people can immerse themselves in music and human connections.
COLOR & TYPOGRAPHY
The color palette includes a collection of browns, an orange, and a light blue. The browns are reminiscent of a shiitake mushroom. Orange is evocative of the sunset, and blue of the water.
In terms of typography, I utilized Ladi for the wordmark of the logo design to achieve an organic, fun, and psychedelic look. Hoss Round is applied to headers with its roundness and friendliness. For its similar qualities, I selected Hoss Sharp as it’s more readable for smaller text.
POSTER
The poster for the festival features a mix of organic and modern characteristics. The water and the shiitake mushrooms symbolize the indie genre. While the graphic patterns and overlaid textures represent the modern Korean R&B genre. psychedelic look. Hoss Round is applied to headers with its roundness and friendliness. For its similar qualities, I selected Hoss Sharp as it’s more readable for smaller text.
CO-BRANDING
Submerge collaborates with Jinro to sell a specially designed soju bottle, featuring the festival logo.
The second collaboration is with Popadelics, a shiitake mushroom snack. For the festival, a new flavor is temporarily offered — spicy kimchi and seaweed flavor.
OTHER PROJECTS
SOLE IDENTITY
BRANDING | GRAPHIC DESIGN
THE VIGNELLI CANON
GRAPHIC DESIGN | PUBLICATION
TOUR POSTER
GRAPHIC DESIGN