Client

Dutch Masters - Roots Picnic (2025)

Role

Experiential Brand Design, Strategy, Print Design, Art Direction

key takeaways

Almost All Attendees Loved The Experience

•96% of respondents rated the activation 4 stars or higher.

•98% of respondents said they would recommend the Dutch Masters experience to a friend.

Attendees’ Favorite Parts of Experience Were Centered Around Self-expression

•34% of attendees’ favorite part of the activation was T-shirt customization.

•14% of attendees’ favorite part of the activation was the content creation studio.

The Experience Had A Positive Impact On Brand Consideration

•60% of attendees said that the experience made them consider purchasing Dutch Masters.

•54% of those who do not smoke Dutch Masters said that the experience would make them consider purchasing.

“Vibes” And A Welcoming Environment Were Cited As A Top Feature

•31% of attendees cited the patio and DJ upper patio as their favorite parts of the activation.

• 20% cited brand ambassadors and the good “vibes”  as their favorite part of the activation.

idea

Led the execution of a highly interactive Dutch Masters vendor booth, elevating the activation beyond previous years through immersive design and strategic storytelling. Designed all booth signage and digital assets across print, static, and motion formats to create a cohesive brand experience. Introduced a customizable merchandise station that empowered visitors to personalize products and actively engage with the brand. The activation drove sustained foot traffic, high participation, and strong brand connection, resulting in long lines and memorable, personalized takeaways.

2025 Gold winner for Experiential & Immersive award

https://museaward.com/winner-info.php?id=235713