Lager Land Festival
for Philbrook Museum of Art
Branding + Visual Identity
Illustration
Typography & color system
Event collateral (posters, signage, digital assets)
Merchandise
Lager Land Festival is a unique beer tasting event set in the lush, expansive gardens of the Philbrook Museum of Art. Featuring specialty lagers from over a dozen of Oklahoma’s top breweries, the event is more than just a beer festival—it’s a celebration of local craft, live music, and visual art. All proceeds support both the museum and local wildlife conservation efforts, making it an experience that gives back to the community in more ways than one.
When approaching the creative direction for Lager Land, the goal was clear: create a brand identity that felt like a true beer festival classic—something celebratory, timeless, and deeply rooted in its setting. The branding needed to be as vibrant and welcoming as the event itself, capturing the easygoing energy of a spring afternoon surrounded by friends, flowers, and pints.
At the heart of the visual identity is a crest, inspired by the natural beauty of the Philbrook gardens and the spirit of Tulsa’s craft beer scene. Each element contributes to the story:
The Great Heron, a graceful visitor to the museum’s garden ponds each spring, symbolizes the connection to local wildlife and seasonal rhythm.
Tulips, which bloom in the thousands every March, signal the arrival of spring and the unofficial start of festival season.
Craft Beer iconography and a style drawn from European paper cut artwork is woven throughout, evoking a sense of heritage and celebration that resonates with both longtime brewers and first-time tasters.
