The Downtown Brampton Business Improvement Area (DBBIA) had a mission to enhance the business district’s appeal and activate the Brampton downtown area through an Easter Festival unlike any other—an event to be held on April 12, 2025 that would spark enthusiasm and stand out.
The goal was to establish a compelling festival identity that brings the community together and attracts a wider audience, inspiring more families to visit and discover Brampton’s downtown, helping local businesses flourish.
To bring this vision to life, the brand uses a flexible range of bright colours that are meant to engage and create a welcoming space. Rubik and Poppins were chosen as primary and secondary typefaces for their bold yet friendly characteristics.
The vertical layout has been designed to boost legibility, making the word easier to break down and read. The playful bunny ears and the egg shape evoke a fresh and modern take on past Easter festivals, ensuring it stands out across all platforms and leaves a lasting impression.
The graphic elements are diverse, inspired by common Easter symbols and patterns as well as egg-painting designs. Icons were extracted from these patterns and incorporated as symbols that capture themes in Easter as well as emotions around it. They serve to build a sense of excitement and create something new, modern and fresh, for the community to look forward to—avoiding repetitive and clichéd Easter themes.
In addition to digital posts and wayfinding signs, the festival had a special component designed to actively engage participating families: a scavenger hunt. The challenge was to design a user-friendly scavenger map within an egg-shaped frame while sharing instructions as well as event highlights.
Each of the twenty participating business in the area was assigned an icon from the brand's icon library. These icons marked the location of the businesses on the map and were featured on distinctive posters at each store for kids to find. When they did, they were given a sticker with the Eggstravaganza logo icon to be placed over the circular-framed icons on the back of the map.
An estimated total of 2000+ kids and families came to celebrate in Downtown Brampton. Twenty businesses participated in the scavenger hunt, three BIA businesses provided catering, and four downtown venues served as programming partners. As part of the event, the DBBIA partnered with the City of Brampton Corporate Security team and have collected approximately 200+ pounds of food donations for Regeneration Outreach Community.
