Toyla Music Festival — Pattern of Modern Celebration

Music festivals bring people together from all over the world. Toyla takes this further by uniting global culture with local traditions, creating a space where both can coexist and be celebrated.

Problem

Our key visual inspiration comes from the "dastarkhan" — a traditional Kazakh table — its circular shape and patterns with ornaments. The circle becomes a symbol of unity, while the name Toyla itself translates as “celebrate,” reinforcing the spirit of coming together.

Solution

Execution We developed a unique visual system of festival patterns based on circular forms and traditional ornaments of dastarkhan, in which we inscribed names of the artists and different words, describing the Toyla festival. By this, we created a distinctive brand identity that blends cultural heritage with a modern festival aesthetic, putting everyone in the center of our celebration.

Results

8,000 festival attendance
6,000 tickets sold
100+ creators with a combined audience of over 15,000,000 followers
15,000,000+ media impressions, 70% of which were earned media
35$ - аverage spend per guest at the festival  
1 marriage proposal