To launch Trybe, a new alcohol brand in San Diego, we designed a touring festival activation that immersed guests in a Mediterranean-inspired world. The experience was built as a destination within the festival grounds — featuring a custom stage with a full music lineup, social shot-ski moments, branded merch, and layered lounge spaces designed for connection and escape.

Through warm textures, relaxed seating, and sun-soaked styling, the environment transported guests to the Mediterranean, reinforcing Trybe’s identity as a communal, lifestyle-driven brand. The tour created a memorable first impression, blending music, social rituals, and atmosphere into a cohesive launch experience.