REBIRTH OF SPRING Festival
Rebirth of spring is a festival that celebrates the Easter holiday and welcomes the beginning of another coming cycle of transformation and growth.
As the holiday also signified the rebirth of Jesus Christ, it symbolizes the triumph o flight over darkness and life over death.
As the holiday also signified the rebirth of Jesus Christ, it symbolizes the triumph o flight over darkness and life over death.
The purpose of this festival is to allow families with young children (age 4-12) to gather together
to experience the joy and radiance of the Easter holiday. A 5 day event will be held at the
to experience the joy and radiance of the Easter holiday. A 5 day event will be held at the
Singapore Botanic Gardens on the week of Easter Holiday.
Explorations for brand
Story behind the brand
The objective of the story is to allow the target audience to be able to appreciate the meaning behind Easter. The story follows a rabbit who is travelling with his friend, a caterpillar to find a rare and precious Easter egg. As they walk through the forest, the season started to change from autumn to winter. The caterpillar began to stuffs itself with leaves, growing plumper and longer through a series of molts in which it sheds its skin. One day, the caterpillar stops eating, hangs upside down from a twig and spins itself a silky cocoon. The rabbit was devastated, thinking that his friend was dead. However, when the first sunrise of spring occurs, the caterpillar being morphed and transformed into a butterfly emerged from its cocoon. The rabbit was overjoyed that his friend was alive and they continue on with their journey.
During the egg hunt, participants are required to hunt for Easter eggs hidden all around the garden. Each Easter egg will be packaged in a box with a pinwheel structure. The concept behind the packaging is that the participant will open it in a circular motion, emphasizing the idea of circle, the endless cycle of growth and transformation. The unfolding of the packaging also emphasized the idea of the motion of blooming and flowering during the season of spring. Thus the top of the packaging is made to look like a flower to express the concept.
An envelope containing an invite and ticket will be given to each participant upon registration of the festival. As the participant unfold the envelope, it express the concept of unfolding, an act of action to bring about transformation and change. On the invite, the details of the festival are given and on the back of the invite, the details of the events are given, together with an illustrated map marked with the location of the hidden Easter eggs.
