Lose yourself, find the music

Frolic is a conceptual music festival imagined to take place in Hackney Marshes, London. The identity captures the essence of liberation, spontaneity, and the euphoric spirit of a summer well-lived. Designed to embody a joyful escape from the constraints of city life, Frolic channels the raw, collective energy of a London music festival—sun-drenched, sweat-slicked, and utterly free.

This ethos is reflected in every element of the visual system, where playful, spirited design meets a grounded urban edge. The illustrative decor draws inspiration from Art Nouveau, using flowing, organic forms to echo both nature and music's rhythm. Earthy tones mix with saturated hues, and the custom type lockups for each artist celebrate the diverse spirit of the musicians as well as the community.

The identity lives in the tension between the organic freedom of the outdoors and the industrial grit of the city—a fleeting, golden-hour moment where the real world falls away and something wilder takes hold.