Known for its unique structure and the constant presence of world-renowned artists, Só Track Boa is an electronic music label party idealized and organized by Entourage since 2016. With an annual tour through several states in Brazil, it conquered the world scene becoming the biggest electronic music event in South America.
With planning underway for the 2023 tour, they invited Papanapa to create a memorable identity that was friendly and relatable to its audience.
To bring this proposal to life, we went for an illustration-led design system, reinforcing their mission of diversity and community sense while underlining the joy and memories that the event provides.
Our exploration began by investigating the entire universe of Brazilian fauna and exploring the different combinations between human poses, clothing, and objects. Inspired by these possibilities, we created eight distinct genderless characters that promote inclusion and evoke lightness, fun, and good vibes – one of the main mottos of the festival.
Alongside the existing logo and unmistakable imagery styles, we created an extensive set of visual assets, including a bold typeface, an energetic color palette, a family of wild patterns, and unique frames for every event of the year.
The outcome of the 2023 visual identity system is instantly relatable and undeniably distinctive, ensuring both variety and coherence at every point of contact and an unforgettable musical journey.
