Costa del Son is a summer festival that blends electronic music with Mediterranean heritage and a distinctly refined aesthetic.

​Strategic Foundations The development of Costa del Son’s brand identity commenced with a series of in-depth strategic conversations. These sessions were aimed at articulating the client’s ambitions, cultural references and long-term positioning goals. By consolidating these insights, a research-driven foundation was established to guide the visual and conceptual direction of the festival.

From the outset, the identity was intended to reflect Spanish culture, embedded directly in the name Costa del Son. Rather than referencing sol alone, son points to both musical rhythm and the specific location where the festival takes place. This linguistic nuance set the tone for a concept that balances place, sound and atmosphere.

Extensive visual and historical research followed, with particular focus on the work of Antoni Gaudí and the broader Art Nouveau movement. Within this field, Catalan Modernism emerged as the most relevant stylistic framework: a design language characterised by organic forms, expressive typography, ornamental detailing and a vibrant yet earthy colour palette.

​Cultural & Visual Research Catalan Modernism provided a rich visual vocabulary aligned with the festival’s desired atmosphere. Typical colour associations such as turquoise, golden yellow, terracotta and warm orange are deeply rooted in Gaudí’s architectural work and Mediterranean culture. Equally important were the movement’s playful imperfection, hand-crafted qualities and mosaic structures, which introduce a sense of tactility, fantasy and subtle surrealism. While these references informed the visual language, not all extremes of organic expression were adopted. A deliberate balance was sought between expressiveness and refinement, allowing the identity to feel artistic and festive while retaining a sense of elegance.

​Concept Development & Direction Based on the research outcomes, two distinct visual directions were developed and presented through visual moodboards and concepts. This approach allowed for informed decision-making while creating space for dialogue around preference, resonance and brand fit.

 The client selected the direction titled Gaudí Chique. This concept forms the visual backbone of Costa del Son and translates Gaudí’s rich visual world into a more refined, contemporary festival identity. Where the alternative direction aligned more closely with conventional festival aesthetics, Gaudí Chique offered a differentiated expression that combines luxury, warmth and celebration.

 The inclusion of warm yellow tones reinforces the symbolic importance of the sun as a central festival element, while the slightly more restrained forms support the ‘chique’ aspect without sacrificing energy or vibrancy.

​Market Positioning Within the contemporary festival landscape, particularly in summer and electronic music contexts; visual identities often converge around colorful gradients, geometric sans-serif typography and digitally polished aesthetics. While effective, this approach frequently results in limited distinction.

Costa del Son consciously diverges from this pattern. By drawing from Gaudí’s ornamental language and investing in a sustainable, recognizable visual system, the festival positions itself as distinctive, stylish and culturally rooted within an otherwise uniform market.

Festivals such as Solar Weekend, Wildeburg, Into the Woods and Down The Rabbit Hole demonstrate that a strong and consistent visual identity can endure for years without relying on short-lived trends. Costa del Son follows this same philosophy: an identity designed to last, requiring only subtle refinement over time rather than complete reinvention.

Visual Identity System The colour palette was developed to express warmth, rhythm and Mediterranean richness while maintaining versatility across applications. Core colors include Sangeria Sol (red), Flamenco Blush (light pink), Ocean Breeze (light blue), Golden Siesta (yellow) and Saffron Beat (orange), balanced by neutral tones such as White Rhythm (white), White Palma (off-white) and Andalusian Night (black). Together, these colors create a dynamic yet harmonious system that reflects both festivity and culture.

Typographically, the system balances clarity and character. A modern sans-serif typeface is used for functional communication, ensuring readability across digital and print environments. This is complemented by a decorative secondary typeface inspired by Art Nouveau, applied selectively in headlines and editorial accents to evoke Gaudí’s expressive spirit without overwhelming the layout.

​Logo Design & Symbolism The Costa del Son logo is constructed from four conceptual pillars: Spain, festival culture, Gaudí and chique refinement. Typography and illustration merge into a single system, with custom-drawn letterforms reinforcing the handcrafted quality of the identity.

Visual elements within the logo include a semi-circular form referencing a Spanish fan or the sun; a flowing underline that represents music and festival movement; a salamander or dragon symbolising Gaudí’s architectural motifs; and a typographic ligature that conveys elegance and cohesion. The logo system was delivered in three variations: a primary illustrated logo, a secondary wordmark and a tertiary sticker-style version for flexible application.

​Brand Assets & Applications Beyond the core identity, a comprehensive suite of brand assets was developed. These include social media templates for DJ announcements, animated feed and story formats for ticket sales and sell-out updates, as well as a modular set of graphic elements.

Additional assets such as Spanish tile patterns, ornamental mosaics and a reusable arched frame further extend the identity across different touch points. Together, these elements ensure visual consistency while allowing creative freedom across communication channels.

Outcome The resulting brand identity positions Costa del Son as a culturally grounded yet contemporary festival brand. By translating Catalan Modernism into a refined, festive visual system, the identity establishes long-term recognizability, emotional resonance and stylistic distinction, allowing Costa del Son to function not merely as an event, but as a brand with its own enduring visual language.

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