Standout features:
- Lots of colors
- Rooted in local urban culture
- Merger of tradition and modern
After the global pandemic, the Ural Opera Ballet needed to boost their finances to carry out the concept of the new experimental ballet. The Humpbacked Horse, the classical, traditional story was the obvious choice to be modernized with a sprinkle of the unique local vibe, Gopnik culture (the youth of the industrial working class, or squatting slavs for the uninitiated), and hip-hop.
The trippy mixture wasn't enough by itself so they went a step further.
Alongside Jaws, the region’s most popular brewery and Voskhod Agency, UOB released Humpbacked Horse brand beer. Safe to say - the campaign exploded and the theater filled its funds.
When creating the packaging design, Voskhod took all the ingredients, put them in a metaphorical blender, and delivered an exquisite mix that simultaneously flaunts the richness and colors of Russian folklore and presents them through the lens of the new, rebellious youth.
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