Since Applesap (Dutch for apple juice) started as a free summer jam back in 2000, it has come to fruition as the groundbreaking festival it is today. Appelsap is culture. Studio Lennarts & De Bruijn was appointed to refresh Appelsap's identity and present the world with a fresh campaign for the 19th edition of the legendary music festival. Using fruit stickers as the foundation of the campaign seemed as a straight-forward and suitable approach to their 2019 identity.

We've designed hundreds and hundreds of unique fruit stickers. All in different languages. Most of them are referring to the music festival and its characteristics, but also to the fruity side of things. As if they could actually be fruit stickers. Just a tad more modernized than the ones you’d find sticking on a piece of fruit at your local supermarket, a steering wheel or any given lamp post.
Sweet 'n Juicy, Great Taste, Dutch Quality, World-class, Fresh as Fuck, Premium Selection and Full of Flavour are just some sweet examples.

Besides the sticker-based '19 campaign, we’ve transformed the existing identity into a more modern one to fit the current vibe and to stay appealing to their youthly audience more specifically.

Appelsap is famous for introducing fresh acts to a Dutch Crowd. In previous years Appelsap premiered acts like Kendrick Lamar, Travi$ Scott, Migos, Young Thug, Skepta, Stormzy, J Hus, Dave, Disclosure, 070Shake, slowthai, Lunice, Flatbush Zombies, French Montana, Danny Brown, ScHoolboy Q, Theophilus London and music platforms like Boiler Room and Soulection in the Netherlands.

Other names that billed earlier Appelsap line ups are Lil Wayne, Hudson Mohawke, Waka Flocka Flame, Clipse, Action Bronson, Pharoahe Monch, Fat Joe, Rustie, DJ EZ, J. Dilla, Rich Medina, Krept & Konan and 67.

We count some of the world’s best DJ’s as our good friends: Tiffany Calver, Cinnaman, Amy Becker, Benji-B, Oneman, Patta Soundsystem, Abstract, Vic Crezée and Mairo Nawaz are all well known guests who often return to the festival.