Wine Aesthetics Meets Rock'n'Roll.
The entire brand revolves around this idea of fine wine & food colliding with the world of rock-n-roll. The approach to all of the illustrations was to take the typical pristine wood-cut illustrations found so often in wine aesthetics and fuck-em up. Cuz Rock'n'Roll...that's why!
This first year festival attracted over 120,000 attendees in just five days.
The event featured 3 stages with 60 bands, including Jackson Browne, Train, The Black Crowes, Zac Brown Band, The Shins, Primus, The Avett Brothers, Joan Jett, Cake, Jane's Addiction, The Flaming Lips, Kings of Leon, The Black Keys, Alabama Shakes, The Iron Heart, Ben Harper and Charlie Musselwhite.