Honeymoon is a conceptual music festival experience inspired by
Lana Del Rey’s cinematic storytelling and cultural influence.
Honeymoon reimagines what a Lana Del Rey festival could feel like by translating her cinematic world into an immersive, cohesive brand experience. Blending nostalgia, romance, and modern execution, the project explores how visual identity, digital touchpoints, and physical activations can work together to tell a unified story.
Designed as both a celebration of her artistry and a cultural gathering, Honeymoon creates space for complementary artists, curated moments, and fan driven engagement. The experience extends beyond performances, inviting audiences to connect emotionally through storytelling, exploration, and shared atmosphere across every touchpoint.
Overlooked. Nonchalant. Underrated.
Despite her impact, Lana Del Rey is often perceived as niche or understated, with limited large scale experiences that fully capture the depth of her work. There was an opportunity to create a branded experience that elevates her presence, strengthens cultural recognition, and invites broader audiences into her world.
We analyzed Lana’s discography, visual language, and fan culture to understand the emotional themes that define her world. We also studied music festivals and pop up experiences to identify patterns in how brands build hype, create memorable moments, and extend engagement beyond the event itself.
The visual system draws from Honeymoon era references and Lana’s broader aesthetic, blending romantic, cinematic cues with modern structure. Typography, color, and imagery were designed to feel intimate and nostalgic while remaining clear, scalable, and usable across digital and physical touchpoints.
Newport Beach is a coastal city in southern California. It’s best known for its expansive harbor. Balboa Peninsula has 2 piers, Newport Beach Pier and Balboa Pier, plus the Balboa Fun Zone, an old-school amusement park with a Ferris wheel and ocean views.The local beaches are already a popular spot for music festivals, including the Newport Jazz Festival.
The Honeymoon logo draws inspiration from Lana Del Rey’s romantic and cinematic aesthetic. Delicate typography and intentional letterforms evoke nostalgia and intimacy, while maintaining clarity and balance for modern use. Designed to feel timeless rather than trendy, the logo anchors the festival’s identity across digital, print, and experiential touchpoints.
Our main logo features the Marons typeface, previously seen in the marketing materials from Lana’s 7th album Chemtrails Over The Country Club. When creating the brand for the festival, we wanted to reference Lana’s catalog of work using type and colors.
Along with Marons, we’re using Roboto Condensed for all of our headlines, body copy, captions, and other text elements. We chose this typeface because it worked well with our vintage album artwork inspiration. The typeface is also extremely readable and offers a lot of variety.
Spacing Requirements
Structural Analysis
Primary Colors
Secondary Colors
Typography
The visual system draws from Honeymoon era references and Lana’s broader aesthetic, blending romantic, cinematic cues with modern structure. Typography, color, and imagery were designed to feel intimate and nostalgic while remaining clear, scalable, and usable across digital and physical touchpoints.
Digital posters surfaced iconic lyrics across social channels, connecting fans to each era of Lana Del Rey’s discography.
From a link in Lana’s Instagram bio, fans will be directed to a word scramble quiz. Once they complete the quiz, they’ll be directed to enter their email and brought to the Honeymoon Festival website. The first 1,000 fans to complete the quiz will win a presale code to get tickets to the festival. From there, they can enter the main website and explore for themselves.
Pop up experiences were envisioned along West Coast boardwalks, featuring merchandise and music driven gatherings that promote the Honeymoon music festival.
Designing Honeymoon reinforced the importance of building experiences that feel emotionally grounded and culturally authentic. Translating an artist’s identity into a cohesive brand system requires a balance between nostalgia and modern execution. Layering physical and digital touchpoints proved essential in creating anticipation, deepening fan connection, and extending the experience beyond a single moment.
Future iterations could expand interactive digital moments that guide fans through the festival narrative, including onboarding flows that introduce artists, eras, and exclusive content. Additional exploration into accessibility, scalable merch experiences, and location based storytelling would allow Honeymoon to evolve into a repeatable, immersive festival framework.
