Golden Virgina was a pleasure to work with as a brand due to their iconic, indie image and dynamic visuals. The challenge with this brief was to create an activation promoting this tobacco at festivals within a restricted UK market. The outcome was a tangible, energetic, concert and chill out space that achieves the Golden Virginia atmosphere without directly using the logo or copy.

Together with a team of designers, we pulled apart the components of the existing logo and reconstructed fresh visuals with a similar composition, assets and new featuring the new copy “Rock Your Day”. This concept also applies to the “rugged”, “rockstar” environment which uses dark brown crate boxes and “wild” jungle plants to tie in with Golden Virigina’s specific green. The engaging activity to attract customers to spend time within this environment consists of a game titled “Can You Blow the Amp?”.  In exchange for data capture, two people are asked to pedal at the correct speed together in order for the giant amp to play relevant music at the correct speed. This links to Golden Virigina’s core principles of live music, youthful edginess, rawness and socialising.