VolgaFest is the largest open-air festival on the embankments of Samara, taking place on the banks of the great Volga River. This multi-format event brings together music, art, theater, cinema, educational programs, markets, and outdoor activities. The festival is designed to support and develop creative initiatives born on the Volga and to transform urban spaces into places of inspiration and connection.

The rebranding of VolgaFest marks an important step in its evolution. The new visual identity reflects a fresh perspective on the festival, its scale, and its contemporary values. The branding is built on the image of water — fluid, ever-changing, and rhythmic, like music. The concept of “the river as music” conveys the festival’s polyphony: each program is like a separate note, and together they create a symphony of cultural events.

Special emphasis in the identity is placed on merchandise — vibrant, diverse, and summery. The festival features T-shirts, swimsuits, bucket hats, socks, pins, and other accessories that capture its atmosphere and remain as memorable souvenirs for guests. A limited series of branded lemonades was also created, reinforcing the connection with summer culture and leisure by the water.

The visual system is actively expressed in promotional and printed materials: brochures, badges, business cards, posters, and banners. This makes the festival visible both in the urban environment and in the media space. The brand maintains active communication with its audience through social media and the official website, fostering a sense of involvement and ongoing dialogue with residents and visitors alike.

The atmosphere of the festival is summery, friendly, creative, and welcoming to everyone. It’s a place where children and adults, locals and tourists, can feel equally at home. VolgaFest becomes a meeting point for different generations and cultures, offering something for everyone — from concerts and theater performances to workshops, markets, and lectures.

The festival pursues several key goals:

1) reviving the urban environment and making the embankments a center of attraction;
2) developing cultural tourism and bringing visitors to Samara;
3) supporting local creators, designers, and brands;
4) uniting major companies with independent initiatives;
5) shaping the region’s image as a modern, open, and cultural hub of the Volga region.

VolgaFest is more than just a festival. It is a renewed platform for communication, self-expression, and shared joy that transforms the banks of the Volga every year into a space of vibrant events, new discoveries, and lasting memories.