FrancoFest: A Case of Book Festival Branding by AxelMondrian

Overview: FrancoFest is a book festival celebrating French-language literature and writing, held annually in Armenia. Founded by the prominent publishing house Newmag, FrancoFest aims to gather 5000 people each year to participate in a celebration of books and reading. The festival features concerts, panel discussions, debates, art performances, book readings, and more. It is an open-air celebration of books and everything that comes with it, all under the banner of the French language. The Challenge: The main challenge was to create a solid brand that could be utilized on a yearly basis. The goal was to celebrate French-language books without resorting to clichés and stereotypes about French culture and the associations it typically brings. The Solution: Based on market assessment and a v