BRADESCO ×
OKTOBERFEST 2026

Authenticity started by looking beyond generic Oktoberfest codes and back to the traditions that shaped Blumenau’s cultural memory. The project connected references from the festival’s German origins with the city’s living local culture — making belonging, rather than decoration, the starting point.

The visual system found its starting point in Bauernmalerei — a German folk-painting tradition preserved in Blumenau through generations. Flowers, ornamental compositions and painted plates became a flexible language connecting Bradesco’s red with the city’s cultural vocabulary. We also developed a PR idea around inviting local artists to shape the KV, turning authorship itself into part of the cultural-belonging strategy.

The identity was designed to leave the graphic surface and become architecture. Wood, warm light, Bradesco red, painted ornamentation and traditional references shaped an environment built around hospitality and connection. The spatial program combined a 100 m² lounge for approximately 60 guests per night with a 25 m² public activation area.

Cultural codes became participation. Traditional objects, gestures and rituals were reinterpreted as playful brand interactions — from the memory game and hat sliding to hat customization, Photo Button, Prost Moment and Prost Cam — creating reasons to stay, compete, share and take part.

At Oktoberfest, objects carry memory. Instead of treating giveaways as generic merchandise, the project turned them into extensions of the visual system — collectible pieces designed to remain with people after the experience, from mugs and pins to the traditional Tyrolean hat.

The project also explored how temporary event communication could leave something behind. Part of the Ferris wheel wrap was conceived as a collective artwork, created with local artist Diogo dos Santos and participants from APAE Blumenau — turning a media surface into a shared cultural object with a life beyond the event.