Label Suisse — Branding , campaign by twks: Stick to the sound

Services: Branding; Campaign
Industries: Arts & Culture

Over 100 artists. Dozens of musical genres. Multiple generations in the same audience.  The challenge wasn’t to design a poster. It was to create a brand identity capable of bringing all these people together. A festival for every generation deserves an identity that doesn’t belong to just one era.

Illustration as a universal language

Illustration sits at the heart of the identity system. Inspired by 1950s and 60s cartoons, it taps into a visual language that feels familiar to older generations while echoing the recent revival of vintage illustration among younger audiences. Smiling guitars. Saxophones blowing clouds. Singing birds. Living vinyl records. Music is no longer simply represented. It becomes a cast of characters. Each illustration tells its own story, but together they create a world where everyone can find something familiar, regardless of age or musical taste.

A system made to be collected

Rather than relying on one fixed illustration, the identity is built around a growing library of characters, objects and symbols. A mouth. A bird. A flower. A guitar. An eye. A musical note. Each element can live on its own or combine with others. Like stickers, they move, overlap and recombine across every touchpoint. The identity becomes a creative toolkit rather than a fixed composition.

Designed to live everywhere

This modular approach allows the identity to adapt naturally across every format.
Posters tell the full story. Social media isolates individual characters. Signage builds new compositions from the same visual assets. The illustrations become stickers, both in the real world and across digital platforms. Every application uses the same building blocks, yet no two executions are ever the same.

More than a style. A playground.

The richness of the identity doesn’t come from adding more elements, but from combining them in different ways. A bold colour palette, expressive typography and a library of illustrations are enough to generate an endless variety of compositions. Like the festival itself, the system remains instantly recognisable while always leaving room for surprise.

An identity as lively as its programme

In the end, Label Suisse doesn’t try to represent every musical genre. It creates a world big enough to welcome them all. An identity designed to evolve, to be collected, shared and remixed, speaking just as naturally to the generations who grew up with classic cartoons as to those discovering their aesthetic all over again today.