In one of our latest projects, we were proud to be part of recreating an essential chapter of a European capital history and introducing it to a new audience. It’s a fascinating, vibrant history, that we wanted to capture in this new product that we’ve designed for URBB, Bucur beer. The Romanian capital, Bucharest, has yet to be discovered by the new generation, with all its forgotten stories, gossips and famous people from a period known as “Belle Epoque”.
This beer is celebrating a famous boulevard, Victoriei Avenue, but more than that, it is celebrating the place where the heart of the old and new city lays. Victoriei Avenue is a place where people met to enjoy a good glass of beer, maybe listen to some music or have something special to eat & discover the city. It’s about all those stories that we love to share and have a laugh about when we are out in the town with friends. It's about the beauty of a European capital that has yet many good stories to tell and be rediscovered and reinterpreted.
The beer packaging design combines two of the most famous city buildings - Athenaeum and Capsa & the street old period features, like the street lamp, with a contemporary aesthetic of discreet elegance. Despite the contrast between the vibrant color insertion and the neutral background color, the hand-drawn illustrations and the brand logo are united by a sense of uncluttered graphical space. The stories that can be found on the back of the beer label design, they are not just old legends, they've echo with the city heritage, with its forgotten charm and it was our mission to make them known and appreciated by the new generation.
The Brancovenesc style also known as the Romanian Renaissance is an art and architectural style that evolved during the administration of Prince Constantin Brancoveanu in the late 17th & early 18th centuries. The design style developed in Wallachia, in present-day southern Romania and can be seen in various old buildings across the city. Brancovenesc style is a synthesis between the Byzantine, Ottoman, late Renaissance and Baroque architecture. One of the most best-preserved examples of Brancovenesc style architecture is Horezu Monastery, inscribed by UNESCO on its list of World Heritage Sites.