Brand Discovery Questionnaire

Before we start creating anything, we need to understand everything. This questionnaire is designed to dig beneath surface-level ideas and uncover what makes your brand unique, who it needs to connect with, and how it should show up in the world.

There are no wrong answers here—just honest ones. Some questions might feel challenging, and that’s intentional. The clearer we are now about what this brand stands for, the more focused and effective the final identity will be.

Take your time with this. The insights you share here will directly inform the visual territories I present to you, ensuring we’re aligned before any design work begins.

1. The Big Picture

a. What’s the core idea behind this festival?

In one sentence, what is this event fundamentally about? (beyond “a food festival about fire cooking”—what’s the deeper purpose or point of view?)

b. What makes this idea unique compared to other food festivals?

There are lots of food festivals. What will make people choose this one over others? What gap in the market are you filling?

c. If this festival was a person, how would you describe their personality?

List 4-6 adjectives. (examples: bold, earthy, rebellious, refined, welcoming, primal, celebratory, experimental).

d. What should attendees feel when they experience this brand?

What’s the emotional takeaway? What mood or atmosphere are you creating?

e. Three years from now, if this festival is wildly successful, what will people be saying about it?

How do you want it to be remembered or talked about?

2. Audience & Community

a. Who is your primary audience?

Be specific—age range, interests, values, lifestyle. What do they care about? What other events, brands, or experiences resonate with them?

b. Are there secondary audiences we need to consider?

Chefs, food vendors, sponsors, media? How do their needs differ from attendees?

c. What problem are you solving for your audience?

What do they currently lack or want that this festival will provide?

3. Visual & Verbal Landscape

a. What are the top 3-5 brands (in any sector) that you’re drawn to aesthetically?

They don’t have to be food-related. What is it about their design, tone, or presence that resonates with you?

b. Are there any food/hospitality brands whose identity you admire?

What specifically works about them?

c. What about fire, flame, or cooking over fire speaks to you visually?

Is it the primal, raw energy? The craft and skill? The communal gathering? The transformation of ingredients? Help me understand what visual metaphors matter.

d. What visual styles do you NOT want?

Just as important—what should this brand definitely not look or feel like? (examples: too rustic/farmhouse, too corporate, too trendy, too serious)

e. If this brand had a soundtrack, what would it sound like?

This might seem abstract, but it helps: is it folk guitars around a campfire? Electronic beats? Jazz? Heavy rock? Classical? The answer often reveals tone.

4. Competitive Context

a. What are the main food festivals or events you see as competitors or comparisons?

Who’s already in this space? What do they do well, and where do they fall short?

b. What are some aspirational festivals or brands (not necessarily food-focused) that you look up to?

Think: Wilderness Festival, Meatopia, Feastival, Burning Man, etc. What do they get right?

5. Name & Messaging

a. How attached are you to “Ember” or variations of it?

Is the name locked in, or are you open to alternatives? If you're flexible, what other names or concepts have you considered?

b. What words or phrases come to mind when you think about this festival?

Just brain-dump 10-15 words. Don’t filter. We’re looking for language patterns and themes.

c. Is there a tagline or strapline you’re considering?

If not, no problem—but if something’s been rattling around in your head, share it.

6. Practical Considerations

b. Do you have existing brand assets, or are we starting from zero?

Any imagery, or language already in use?

c. What does success look like for you?

How will you know this branding has worked? Ticket sales? Media coverage? Social buzz? Community building?

Final Thoughts

Is there anything else I should know?

Anything that didn’t fit into these questions but feels important? Gut feelings, concerns, inspiration, constraints…

What Happens Next?

From here, I’ll create 3-4 visual direction moodboards based on your insights. These will show different potential routes for the brand identity, using existing examples and visual references.

You can review them land on a direction that feels right, and then I’ll begin focused design development. No guesswork. No design roulette. Just strategic, intentional brand work built on a solid foundation.

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