Seryoznye Shci’s Festival Branding Student Concept Redefines Tradition Through Simple Design

Idea. Seryoznye Shci in translation from Russian means an expression, which in Russia is a very serious expression on a person’s face. Also schi is the name of one of the most popular ancient and traditional soups in Russia. Concept. To realize the festival’s identity, a photo of a pot of soup, taken from a top-down perspective, was used. This solution allows people who see the identity to say: “Oh! That’s my bowl of soup!”. And the recognizable pattern of bubbles in the bowl extends to all of the corporate identity’s rapists. Realization. For the festival it was necessary to create media that would work. This is how external advertising, branded souvenirs for festival guests, branded transportation, and packaging appeared. History. The project was created within the framework of the art-d