Shumensko Urban Legends
Carlsberg Bulgaria, a leading player in the beer industry with roots tracing back to 1882, in partnership with Noble Graphics, has entrusted us to create a set of custom illustrations for the launch of a summer campaign titled "Shumensko Urban Legends." This project delves into the rich tapestry of intriguing urban legends across eight Bulgarian cities.
Noble Graphics
As such campaigns unfold, they have the potential to enhance product visibility and foster cultural exchange and knowledge-sharing among consumers through fun conversations over a beer or two. In this case, the campaign aims to celebrate local oral traditions through nine custom illustrations, each representing a unique legend, myth, or folktale from these cities. Notably, all visualizations were featured on Shumensko’s iconic "bombichka" beer bottle labels, transforming the product into a vibrant storytelling medium that connects tradition with contemporary culture.
Each illustration captures the essence of local folklore while drawing inspiration from the old-school illustrative style typical of books and magazines in the 1990s. Utilizing a vibrant color palette that aligns with Shumensko's visual identity, the illustrations complement the established label and ensure a cohesive brand presence on-shelf and online. In addition to illustrations, our team developed a set of motion graphics and short animations for social media to bring these legends to life, thus amplifying online engagement and inviting citizens to explore their local heritage further.
