For the third year in a row, Yatai, a Montreal festival which celebrates Japanese culture and street food, entrusted its visual identity to Baillat Studio. Following the success of previous editions, the goal was once again to produce a fresh aesthetic inspired by Japan while avoiding stereotypes. For the 2020 edition, we drew inspiration from lanterns and noren (Japanese curtains), which are typically hung inside and outside homes and street food stalls in Japan.
Illustrations by Thaïla Khampo were used as the main element of the stripped-down, well-balanced posters. For the colours, we drew on the festival's palette to play with the contrast between softness and warmth. In the digital version, we animated the illustrations, imparting a playful dynamism that recalls the event's festive energy.
Since 2018, the Yatai festival has contributed to the promotion of Japanese culture in Montreal and Quebec. During three days packed with activities, concentrated primarily in the Mile End neighbourhood, Yatai reaches more than 15,000 people each year who are curious about Japan and eager to learn more about its culture.