REQUIREMENT #1: ARE YOU UP FOR ANYTHING?
Since this was CLIF Bar’s first step into a owned-brand event we had to find a new visual language and expression that bridged the CLIF Bar brand with the over-the-top and all-new nature of CykelScramble. The resulting name, logo, creative direction and creative campaign previewed every facet of the festival vibe. Hand-drawn characters, accents and a lighthearted, DIY brand voice honored a festival experience best described as Bikes! Food! Beer! Cold War Kids! Ohh Yeahhh! Our campaign was supported with in-market outdoor, radio, grassroots and influencer outreach.