From brand tagline to design, content, and uniforms—SUNNY SIDE UP provides total production! Introducing THE BUSKER booth, the Irish whiskey that energized Summer Sonic

Hello to all SUNNY DAYS readers! My name is Niimura from the Public Relations Division 1. In this article, I will introduce an event production case by SUNNY SIDE UP that goes beyond PR.

SUMMER SONIC 2024 (hereinafter “Summer Sonic”), one of Japan’s largest urban music festivals, was held on August 17 and 18 at Makuhari Messe in Chiba Prefecture and Expo Commemoration Park in Osaka Prefecture.

At Summer Sonic, visitors can enjoy not only performances by various domestic and international artists, but also numerous food and beverage booths, allowing them to savor drinks and meals alongside their favorite music.

In one corner of these food and beverage booths, a special booth for THE BUSKER (hereinafter “Busker”), fully produced by SUNNY SIDE UP, was exhibited.

The Irish whiskey brand “Busker” offers whiskey with tropical fruit flavors, which are the charm of Irish whiskey.

Although it is a new brand launched in 2020, it has become one of the most notable whiskey brands today, having achieved the number one annual sales volume in the Irish whiskey category in Japan in 2023 and winning gold and silver awards at the World Whiskey Awards 2024.

“Busker” means “street musician” in English, and as such, the brand concept includes “affinity with music.” At Summer Sonic, which they have been sponsoring since last year, they provide various experiences under the theme of “Busker × Music.”

This year marks the second year of their participation, and the booth design also expresses “affinity with music.” I actually visited the venue myself.

The stylish “Busker Booth” with an overwhelming presence

The booth, based on the brand’s signature green color, features giant illuminated letters reading “THE BUSKER IRISH WHISKEY.”
A stylish space with an overwhelming presence that can be spotted from far away within the venue has been created.

Looking under the counter, there are motifs of play and pause buttons that evoke a sense of nostalgia…

When I moved to a position where I could see the whole thing after getting a bit too close… what a surprise!!

It was designed as a giant “boombox”!
Visitors waiting in line could be heard saying things like “That’s cool!” “So stylish!” and “So nostalgic!”

In the space next to the counter, where street-style wall art catches the eye, a “legal wall” appeared where visitors could freely express their thoughts about Summer Sonic and Busker.

The legal wall, which is completed as visitors draw their own messages, is a spot that makes you want to take photos.

Furthermore, headphones are set up on Busker-colored drums, and visitors can listen to a Special Playlist originally created with the cooperation of producer and track maker STUTS, who also performed at this year’s Summer Sonic.

There’s also a secret in the messages drawn on the wall!

“SOUND ON,” which is drawn on the booth as the brand tagline, expresses Busker’s brand mindset of continuing to create moments that connect people like a “BUSKER (street musician)” in any scene, and delivering moments where music and smiles resonate forever.

Actually, this logo design.

To further enhance the street feel, SUNNY SIDE UP members designed it by hand!

Direct interview with the person in charge! The thoughts behind the design

I asked Koto from SUNNY SIDE UP, who proposed the design and content this time, about the key points of the booth.

Yusuke Koto (Leader, Public Relations Division 1, Department 2)

Busker exhibited at Summer Sonic for the first time last year, and SUNNY SIDE UP was in charge at that time as well. By leveraging last year’s experience and reviewing operations, particularly around operational aspects, I feel we were able to convey Busker’s appeal to more people.

When proposing the booth design this time, I thought that simply arranging reference images would not effectively convey the booth image that expresses Busker’s worldview and appeal, so I created and proposed a perspective from the planning stage.

By creating a playful booth design with a catchy design inspired by a “boombox,” we expressed that “Busker creates spaces for people who enjoy music.”

Proposed perspective

Additionally, to familiarize customers with the highball made with Busker, commonly called “Busker Ball,” we designed the staff uniforms in a basketball style.

At first, it was just an idea that “Busker Ball sounds like basketball, doesn’t it?!” but when staff showed their uniforms to visitors while explaining Busker Ball, some said, “That’s why it’s a basketball uniform! Easy to remember!”

By consistently producing everything from booth design to content and uniforms, I believe we were able to express Busker’s brand concept to the fullest!

In this article, we introduced SUNNY SIDE UP’s event production.

While SUNNY SIDE UP may have a strong image as a PR company, I hope this article has deepened your understanding that “they also do event production.”

At SUNNY SIDE UP, we handle PR communications for a wide variety of products and services. What can be achieved through the power of communication? We welcome inquiries starting from such fundamental questions. Please feel free to contact us using the “CONTACT” button below.

Thank you for reading to the end!