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 the scope of this design project, Beyond The Valley festival 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.
After purchasing the drink package, users can unfold their box to see a complete map of the entire festival ground. This allows them to explore different sections of the festival, while holding onto the Absolut packaging. There is a legend included on the map, marked with sections on where to find necessary items such as water, first aid, and campsites. Alongside this, a wristband can be pulled off of the unfolded box, and can be collected for prizes though affiliated Absolut tents at the grounds.
