We investigated the target audience to understand what we can be for it as a beer, with which emotions to go out, about what and how to talk, how to look, which aftertaste to leave.
The first thing, that comes to the mind after such words as “Uman” and “Sofiyivske” – is a popular arboretum (type of botanical garden) and pleasant get-together in its shadow with the bottle of cold and foamy beer. But we left this idea. Fist of all, because it is boring and trite. Secondly, in addition to nice geographical location, “Sofiyivke” beer has more reasonable advantages such as specific taste and novelty.
Also we decided to go further and investigated historical background of Uman City. There we paid attention on personality of Countess Sofia Potocka, a big number of legends about her exist even nowadays and sometimes it is difficult to say what is truth and what is fiction.
Her character is perfectly matches to multidimensional character of beer and mysterious fleur around Sofia allowed us to fully expose the essence of the brand. Thus, the brand hero appeared in brand “Sofiyivske”. She is perky, intriguing and mysterious Sofia Potocka. Before starting to sell the beer, we also developed a creative communicational platform with the key message – Solve the Sofia’s mystery.
From zero point, we created illustrated portrait, which further became not only basic element of the label, but sat the tone for all future visual stylistic. For the portrait we chose the gravure style to underline the hero’s historicity.
Instead of looking archaic and obsolete, she has to have progressive and brave look. For this purpose we add to the portrait unexpected elements and bright colors. Using the same stylistic we additionally drew recognizable locations and sights of “Sofiyivka” park and framed everything with aristocratic violet color.
Director — Serhiy Maxutenko
Copywriter — Tusya Ieremenko
Art Director — Julia Bilyaieva
Senior designer — Inna Mychalska
Illustrator — Olha Selycheva
Type designer — Ievhen Spizhevoy
Animation designer — Bohdan Moroz