BTV X Absolut
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Overview
Beyond The Valley is a prominent music and arts festival in Australia with a history dating back to 2014. It was first held in the picturesque Lardner Park in Victoria, offering a unique blend of music, art, and cultural experiences. The festival quickly gained recognition for its electric lineup, featuring a diverse range of local and international artists spanning various music genres, from electronic and indie to hip-hop and rock. For this project, BTV collaborated with Absolut Vodka to craft a package destined for sale at the 2024 festival. Their mutual aspiration? A package not only to serve its purpose but to be repurposed after the festival's curtains close.
Approach
The key feature of this design was an integrated map printed on the inside of the packaging, guiding festival-goers through the various attractions, stages, and activities throughout the weekend. This thoughtful addition encouraged attendees to hold onto their packaging instead of discarding it after use. By transforming the beverage container into a practical tool for navigating the festival, the design fosters a sense of ownership and engagement, making it less likely that attendees will throw it away.
This use of a map not only served a functional purpose but also aligned with the festival's ethos of creating memorable experiences. This sustainable approach not only reduced waste generated during the event but also promoted a culture of reusability and resourcefulness among festival-goers. By incentivizing users to keep the packaging, we contributed to a more sustainable festival environment, where every element is designed to have a longer life cycle and serve a meaningful purpose beyond its initial use.
University project unassociated BTV / Absolut Vodka.
