Flannel & Foliage Festival is a fictional fall event located in Montpelier, Vermont, celebrating all things autumn with an emphasis on the natural beauty of the season. 

The key focus of the festival branding is the logo, which plays with the visual language of forest trees. Varying letter sizes reflect the uneven, organic edges of tree lines and suggest the diverse heights of trees in nature. Leaf graphics further reinforce the festival’s connection to the outdoors.  

The logo and branding were applied across a range of promotional materials: including posters; event schedules and brochures; staff, vendor, and participant badges; social media posts; and merchandise. Paired with a warm fall color palette, the branding features an organic pattern inspired by aerial views of Vermont forests—capturing the free-form lines and shapes of the landscape.