Event Identity
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Event Assets
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Social Media
The Client
An industry coming together for a great cause.
Barcode Festival is a unique fundraising event created by GroceryAid, the charity dedicated to supporting people who work across the grocery industry. GroceryAid provides financial, emotional, and practical support to those who need it most — and Barcode Festival is one of its most energetic and community-minded fundraising vehicles.
The 2020 edition was scheduled to take place at Magazine London, one of the city's most impressive event venues, and it needed an identity to match.
The BRIEF
A unique festival.
We needed to create an identity that felt genuinely ownable, with a renewed energy that set this edition apart from those that had come before, while honouring the visual language of the parent organisation.
The key creative challenge was the connection to GroceryAid. The charity's corporate logo features a quarter rainbow — a recognisable and well-loved element of their visual identity — and that thread needed to run through the festival's look and feel.
The PROCESS
Coming together.
Great Vibes. Great People. Great Cause is the festival’s motto. We embraced this to create a symbol of the grocery industry reimagined as something to rally around. Set against the deep black of the primary palette, the white barcode lines have a graphic boldness that commands attention.
The rainbow gradient sweeps across the system with warmth and movement — giving every piece of communication a clear visual connection to GroceryAid's heritage while feeling entirely native to a festival context.
The OUTCOME
Monochrome meets rainbow.
The finished identity is confident, striking, and immediately festival in its energy. The barcode-as-flag logomark anchors the system, whilst the rainbow gradient is where the identity comes alive.
Applied to typography, to event collateral, and to digital assets, it gives the system warmth, energy, and a clear visual thread back to GroceryAid's own identity. The two modes — monochrome and rainbow — work in harmony throughout, giving the brand a flexibility that allowed it to be dialled up or down depending on the context.
The IMPACT
A renewed look for a festival that keeps on giving.
The client was really excited to see the new identity come to life at the event. We had a sense that this edition had its own distinctive look and feel, while still belonging unmistakably to the Barcode Festival world. Unfortunately, the event had to then be cancelled due to the restiction imposed by COVID-19.
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