Dubai advertising is all glitz and glamour, with superlatives and slick photography. And The Fridge is located in a warehouse in a remote, industrial area. The challenge was to communicate the simple, genuine soul of The Fridge without going mainstream.

The posters capture the feel of the venue: dark, organic, yet mysteriously different. The raw look, the hand-drawn typography keeps the place is safe from trend chasers. The musical creatures invite people to find music in the most unexpected place, like a remote, industrial warehouse.

As the posters spread amongst the city’s underground scene, the venue noted a steady increase in followers. As a result, The Fridge is now confident enough to host Dubai’s first grassroots music festival, bringing together the city’s musical creatures, both great and small.