Rebranding Belgium’s biggest music festival

With 90.000 visitors a day, Rock Werchter is Belgium’s biggest music festival. A festival known for its world-class line-up with incredible headliners, raging rockers, mesmerizing singer-songwriters, engaging beats and upcoming talents.–

Rock Werchter is visited annually by a community of music lovers from several generations. The festival has been around for 47 years and has grown considerably over the years. You could actually say that this loyal target group has grown with the festival. This is of course a privileged position, but the disadvantage is that the younger target group may not always feel represented.

The goal was to create a brand that resonates with returning visitors while also appealing to a new generation of music lovers. Embracing Rock Werchter’s rich musical history and heritage, the new identity incorporates a stacked layout system and condensed typestyle reminiscent of its early days, but reimagined in a fresh, modern way.

The revamped brand identity introduces a new logo, a distinctive custom typeface, and an energetic visual language that captures the festival's musical diversity. Reflecting the festival’s broad genre inclusivity beyond just rock, the logo emphasizes "Werchter," as it is commonly referred to by the majority of its visitors.

Typeface created in collaboration with Edgar Walthert, motion design in collaboration with Devon Moodley and photography by Rock Werchter.