KELDER GEDRAG
Kelder Gedrag is more than just a music event, it’s an entry point into Nijmegen’s underground scene. Inspired by the raw energy of Berlin’s nightlife, it brings that same rebellious spirit to a city where this vibe was missing. With a deep love for acid and underground techno, Kelder Gedrag fills a void, creating a home for a scene that thrives on high-energy, no-nonsense raves. It’s about the music, it’s movement, community, and the visual identity that leaves a lasting mark. For Studio by Nas, it’s the gateway into the music industry. A project that shaped an understanding of the scene and the power of bold design.
2022
YEAR
Kelder Gedrag isn’t just throwing a party, it’s building a movement. The raw energy of Berlin’s underground techno scene was missing in Nijmegen’s nightlife. Kelder Gedrag set out to change that, creating a music event with a bold and unmistakable brand identity. To make an impact, they need a bold, unmistakable identity. A logo that feels like a symbol, posters that dominate the streets, and merch that people wear with pride. Every touchpoint needs to create anticipation before the first beat even drops.
CHALLENGE
• Two sold-out editions proved that Nijmegen was ready for the movement.
• The event’s neon-drenched identity became instantly recognizable in the scene.
• Merchandise directly sold out during the event.
OUTCOME
• Brand Identity
• Marketing Strategy
• Merchandise
• Social Media Content
SERVICES
THE MAGIC
Kelder Gedrag needed more than branding. It needed an identity that felt raw and unstoppable. The three-stripe logo became its signature, a visual illusion of descending into the underground, reflecting the raw spirit of DIY techno branding. The DIY spirit shaped the design process. When neon printing proved to expensive, we took matters into our own hands. Fifty posters were spray-painted, embedding the brand onto the city streets.
For the second edition, merch became part of the event. In collaboration with a Daggers Barbershop, we created exclusive pieces printed in custom neon. Everything sold out before the night ended. Kelder Gedrag didn’t just bring underground techno to Nijmegen, it left a lasting mark on the city’s music scene.
EXPLORATIONS
+ PROCESS
Bringing Kelder Gedrag to life meant embracing the raw, DIY energy of the underground. With neon printing out of reach, we took matters into our own hands. Spray-painting 50 posters by hand, each one unique, loud, and unmissable. Hitting the streets, we plastered them across the city, making sure the event couldn’t be ignored.
