Insight.
"Music festivals bring people together from all over the world.
Toyla takes this further by uniting global culture with local traditions, creating a space where both can coexist and be celebrated.
Idea.
Our key visual inspiration comes from the "dastarkhan" — a traditional Kazakh table — its circular shape and patterns with ornaments.
The circle becomes a symbol of unity, while the name Toyla itself translates as “celebrate,” reinforcing the spirit of coming together.
Execution.
We developed a unique visual system of festival patterns based on circular forms and traditional ornaments of dastarkhan, in which we inscribed names of the artists and different words, describing the Toyla festival.
By this, we created a distinctive brand identity that blends cultural heritage with a modern festival aesthetic, putting everyone in the center of our celebration.
Channels.
Identity was implemented across different media:
-OOH.
-social media posts and videos.
-digital banners.
-posters.
-direct for influencers.
-merch.
-inside-festival constructions (stage, navigation, partners’ signage, decorations, map, flags, etc).
Release Date.
May 14th, 2025.